More Consumers Turing To Private Brands, Report Shows

A majority of consumers view private label products as good alternatives to name brands, perceiving the items as offering a good value, according to a new report from NielsenIQ (NIQ).

In its “Finding Harmony on the Shelf: 2025 Global Outlook on Private Label & Branded Products,” 53% of global respondents are increasingly purchasing more private label products. A factor in this growth is the changing view consumers have of store brand products. The survey revealed that 68% of respondents view private label products as good alternatives to name brands with 69% of consumers saying store brand products offer a good value.

Additionally, this change in perception is boosting consumer demand as 6-in-10 global consumers said they would buy more private label products if a larger variety was available.

“Consumers are continuously changing their shopping habits to adapt to today’s current market conditions,” said Marta Cyhan-Bowles, chief communications officer and head of Global Marketing COE with NIQ. “Our report underscores the critical need for collaboration between manufacturers and retailers to drive the next wave of CPG growth and effectively capture consumers’ shifting attention.”

The continued growth of private label products is also providing retailers opportunities to balance their assortments between own brands and national brands. As consumer purchases of private label products grow, there is also growth on the branded side. NIQ’s report said the top-10 global brands experienced a resurgence in global sales during 2024.

“There’s never been a better time for organizations to rally together to find ways to grow the overall size of prize with consumers,” said Lauren Fernandes, vice president of Global Thought Leadership with NIQ. “Retailers should maximize category traffic by balancing a strategic mix of both name-brand and private label products—and consider co-promotion programs to boost overall category growth.”

Other findings highlighted in the report include:

• 58% of global consumers say brand or store brand is irrelevant; they just buy what they want

• 58% of global consumers say they’re buying more brands, across more categories than ever before

• 65% of global consumers say if they look hard enough, they can find a brand that fits their exact needs

• 45% of global consumers say that some of their favorite name brands no longer seem to be available when searched for