Private label now satisfies both value-conscious and quality-conscious consumers through price-tiered options. Over the last four decades, consumer perception and trust in private labels have grown, leading retailers to double down on brand building, premiumization, and innovation. In the U.S., winning in private label requires a customer-first approach to guide strategic choices and investments that drive trial and loyalty.

Highlights

• Food and beverage categories are leading private label growth, gaining 0.6 percentage points in dollar share compared to 2023. Meanwhile, nonfood products are lagging slightly behind, with a decline of 0.1 percentage points. 

• Club and mass retail channels are fueling private label growth, powered by major retailers expanding shelf space and prioritizing innovation. 

• Value-focused grocery leaders are also strengthening their private label presence across the U.S.

• Retailers are going beyond traditional strategies like pricing and promotions to elevate private labels. Top retailers are building brand equity by focusing on premium products and cutting-edge innovation.