Store Brand Sales Hit Record High
Sales of store brands hit a new record high in 2024 with growth outpacing national brands, according to new Circana Unify+ data from the Private Label Manufacturers Association.
Private label products accounted for $271 billion in sales, an increase of $9 billion or 3.9% over 2023. The figures reflect sales from January 8, 2024, to December 29, 2024. Sales of national brand products grew by 1%.
All 10 food and nonedible departments tracked by Circana showed store brand dollar growth over the prior year. Refrigerated (+7.5%), General Food (+4.3%), and Beverages (+4%) had some of the highest growth. In unit sales growth, the top categories were Beverages (+3.5%), Pet Care (+3.5%), and Home Care (+3.3%).
“Sales of store brands hit a record high last year,” said Peggy Davies, president of PLMA President. “The quality, value, and innovation that store brands provide can’t be beat.”
Over the past four years, annual store brand dollar sales have increased by more than $51 billion, a 23.6% gain. Additionally, since 2021, store brand unit sales rose 2.3%, while national brands fell 6.8%.
More detailed insights and information, including top category sales and monthly trends, will be revealed in PLMA’s 2025 Private Label Report, which will be released in February.
