US Private Label Sales Reached a Record $282 Billion in 2025

US sales of store brands increased slightly more than $9 billion to a record $282.8 billion in all outlets last year compared to 2024, according to Private Label Manufacturers Association (PLMA)’s latest Circana Unify data.

Store brand dollar sales increased nearly three times the rate of national brands, climbing 3.3%, compared to a gain of 1.2% for its national brand counterparts for the 52 weeks ending Dec. 28, 2025.

In dollar sales, beauty finished ahead of the prior year with an increase of 2.8%.

“Store brands are outperforming national brands across the US, growing faster, expanding share, and delivering record-setting sales results,” said PLMA President Peggy Davies.

Store brand unit volume was up by 434.3 million to 68.7 billion, also setting a record. This represents a 0.6% rise, while national brands declined by 0.6%.

Annual dollar sales of store brands increased $64.8 billion, or plus 30%, over the past five years – from 2021 to 2025 – and dollar share rose from 19.1% to 21.3%. Annual unit sales of store brands advanced 2.7 billion, or plus 4%, and unit share improved from 21.6% to a record 23.5% during the period.

“Private label growth reflects a shift in consumer priorities, as retailer-owned brands increasingly compete—and win—on value, quality, health and sustainability, not just price,” said Davies.