U.S. sales of store brands increased by over $9 billion to a record $282.8 billion in all outlets last year compared to 2024, according to PLMA’s just-released Circana Unify+ data.

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

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

In store brand unit sales gains, the best performing department for 2025 was Pet Care, up 5.4%, followed by Liquor +4.4%; Beverages, +2.3%; Frozen, +0.9%; Refrigerated, + 0.7% and General Food, +0.2%.

In dollar sales, seven departments finished ahead of the prior year. The Refrigerated department expanded the most, gaining 6.1% in store brand revenue, followed by Beverages, +4.8%; Pet Care, +3.7%; Beauty, +2.8%; Frozen, +2.4%; General Food, +1.6% and General Merchandise, +0.9%.

“Store brands are outperforming national brands across the U.S., growing faster, expanding share, and delivering record-setting sales results," said Peggy Davies, PLMA president. "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."

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.

The year-end sales figures were released during the second annual Store Brands Month. Created by PLMA, Store Brands Month is a national month-long consumer awareness campaign held annually in January to educate consumers about the quality, innovation, and value offered by private label products. Retailers, wholesalers, and suppliers nationwide are supporting Store Brands Month through in-store messaging, digital promotion, email campaigns, and social platforms encouraging shoppers to explore, try, and buy store brands.

About PLMA
The Private Label Manufacturers Association (PLMA) is a non-profit trade organization founded in 1979 to promote the store brands industry. With executive offices in New York and International Council offices in Amsterdam, PLMA represents more than 5,200 member companies worldwide. In addition to the Annual Private Label Trade Show in Chicago and World of Private Label International Trade Show in Amsterdam, PLMA provides annual conferences, executive education and professional development opportunities. PLMA created Store Brands Month, a nationwide collaboration of retailers, wholesalers, and private label suppliers, promoting store brand products to the country's grocery shoppers.