Private Label Products Guide

The growth of is currently outpacing national brands by nearly three times. While value and affordability remain the primary drivers, retailers are increasingly using "premiumization" to attract higher-income shoppers.

: Premium store brands now account for 40% of total private label spend, up significantly since 2019. PRIVATE LABEL PRODUCTS

: While grocery is the largest sector, general merchandise categories like office supplies (42% share) and home & garden (35% share) see the highest private label penetration. The growth of is currently outpacing national brands