Store brand unit market share rose to 23.8%, an all-time high, according to Circana, PLMA's exclusive data provider. Unit sales indicate the sum of products sold while dollar sales represent the total revenue generated by products.

Store brand unit sales are doing well in food and nonfood categories across the store. For the 52-week period ending June 14, in 166 food categories where store brands are sold, 52% experienced private label unit growth.

Among departments tracked by Circana, Beverages (+1.8%) and Refrigerated (+1.5%) were standouts.

American shoppers are not staying home entirely but have tempered their household grocery spending. Still, while the malaise has impacted all products, store brands managed to finish ahead of their national brand competitors in unit sales in five of Circana's six monthly reporting periods so far this year.

In dollar sales, store brands were flat year-to-date while national brands tacked on 2.2%. Store brand dollar share came in at 21.2%, just off its all-time high. Though important, dollar sales are viewed by some experts as a less significant measure of store brands health than unit sales due to the varying impact of tariff policies and national brand pricing practices.

“The disconnect between unit sales and dollar sales reflects, in part, fluctuating national brand pricing. While some brands are lowering prices to regain consumers who have shifted to private label, others are increasing prices to offset higher fuel, raw material, ingredient and supply chain costs," said Peggy Davies, PLMA president. "Unit sales remain the best measure of consumer choice, and Circana's midyear results - including a record 23.8% unit market share for store brands - underscore the continued strength and growing appeal of private label."

About PLMA
The Private Label Manufacturers Association (PLMA) is a non-profit trade organization founded in 1979 to promote the store brands industry worldwide. With executive offices in New York and International Council offices in Amsterdam, PLMA, is the only trade group of its kind, representing more than 5,200 member companies in more than 80 countries.  In addition to the Annual Private Label Trade Show in Chicago and its World of Private Label international trade show in Amsterdam, PLMA provides in person and online events including annual conferences, executive education and professional development opportunities. An advocate for the industry, PLMA created Store Brands Month, a nationwide collaboration of retailers, wholesalers, and private label suppliers focused on increasing consumer attention to the quality, value and innovation of store brand products across all categories and retail formats.