U.S. private label food market - statistics & facts

Lately, private labels have experienced significant growth, especially in the food and beverage departments. General food sales have increased by 10 percent, while beverages have seen a growth rate close to nine percent. During periods of economic challenges, like the recent inflationary period, shoppers have increasingly viewed private label goods as a cost-effective alternative to name brands, offering affordability without compromising on quality. This has enabled these products to maintain their sustained market growth.

Private label food and beverage sales volume in the U.S.: ****bn units

Unit share of private label food and beverages in the U.S.: **%

Unit share of general merchandise private labels in the U.S.: ****%

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Current statistics on this topic

Private Label

Private label dollar sales in the U.S. 2019-2024

Private Label

Private label unit sales in the U.S. 2019-2024

Food & Nutrition

Private brand food and beverage sales in the U.S. 2019-2023

Overview

Private label dollar sales in the U.S. 2019-2024
Private label dollar sales in the U.S. 2019-2024
Private label dollar sales of consumer packaged goods in the United States from 2019 to 2024 (in billion U.S. dollars)
Private label unit sales in the U.S. 2019-2024
Private label unit sales in the U.S. 2019-2024
Private label unit sales of consumer packaged goods in the United States from 2019 to 2024 (in billions)
Private label dollar share of consumer goods in the U.S. 2019-2024
Private label dollar share of consumer goods in the U.S. 2019-2024
Private label share of consumer goods sales value in the U.S. from 2019 to 2024
Unit share of private labels in the U.S. 2022-2023
Unit share of private labels in the U.S. 2022-2023
Unit share of of name brands and private brands in the United States in 2022 and 2023
Private label unit share of consumer goods in the U.S. 2019-2024
Private label unit share of consumer goods in the U.S. 2019-2024
Private label share of consumer goods sales volume in the U.S. from 2019 to 2024
Food and nonfood departments store brand dollar sales growth U.S. 2024
Food and nonfood departments store brand dollar sales growth U.S. 2024
Private label food and nonfood departments dollar sales growth in the United States in 2024*
Dollar share of private labels in the U.S. 2024, by department
Dollar share of private labels in the U.S. 2024, by department
Dollar share of private labels in the United States in 2024, by product department
Unit share of private labels in the U.S. 2024, by department
Unit share of private labels in the U.S. 2024, by department
Unit share of private labels in the United States in 2024, by product department

Sales

Private brand food and beverage sales in the U.S. 2019-2023
Private brand food and beverage sales in the U.S. 2019-2023
Private label food and beverage sales in the United States from 2019 to 2023 (in billion U.S. dollars)
Private brand food and beverage sales volume in the U.S. 2019-2023
Private brand food and beverage sales volume in the U.S. 2019-2023
Private label food and beverage sales volume in the United States from 2019 to 2023 (in billion units)
Food & beverage private brand unit share in the U.S. 2019-2023
Food & beverage private brand unit share in the U.S. 2019-2023
Unit share of private label food and beverages in the United States from 2019 to 2023

Retailer brands

Share of CPG private labels sales in the U.S. 2025, by retailer
Share of CPG private labels sales in the U.S. 2025, by retailer
Share of consumer packaged goods (CPG) private label sales in the United States as of March 2025, by retailer
Share of brick & mortar CPG private labels sales in the U.S. 2023, by retailer
Share of brick & mortar CPG private labels sales in the U.S. 2023, by retailer
Brick and mortar share of consumer packaged goods (CPG) private label sales in the United States as of June 2023, by retailer
Share of online private label sales in the U.S. 2023, by brand
Share of online private label sales in the U.S. 2023, by brand
Share of e-commerce private label sales in the United States as of June 2023, by brand
Private label packaged food product launches in the U.S. by company 2019-2023
Private label packaged food product launches in the U.S. by company 2019-2023
Number of packaged food private label products launches in the United States between 2019 and 2023*, by company

Consumer behavior

Shoppers' reasons for buying private labels in the U.S. 2025
Shoppers' reasons for buying private labels in the U.S. 2025
Consumers' reasons for buying private brand items in the United States in 2025
Brand preference for food products among consumers in the U.S. 2023
Brand preference for food products among consumers in the U.S. 2023
Store brand versus national brand preference for food products among consumers in the United States in 2023
U.S. consumers who buy store brands to save money by income 2022-2023
U.S. consumers who buy store brands to save money by income 2022-2023
Share of consumer purchasing private label brands to save money in the United States from January 2022 to June 2023, by income level
U.S. private label share of CPG categories expenditure by income 2023
U.S. private label share of CPG categories expenditure by income 2023
Private label share of consumer packaged goods (CPG) categories spending in the United States as of June 2023, by income level
CPG private label brands household penetration rate U.S. 2025
CPG private label brands household penetration rate U.S. 2025
Leading consumer packaged goods (CPG) private label brands in the United States as of March 2025, by household penetration rate
Private label awareness and purchase according to U.S. Gen Z 2023
Private label awareness and purchase according to U.S. Gen Z 2023
Awareness and purchase of store brands according to Gen Z in the United States in 2023
Brand preference for food products among consumers in the U.S. by gender 2023
Brand preference for food products among consumers in the U.S. by gender 2023
Store brand versus national brand preference for food products among consumers in the United States in 2023, by gender
Brand preference for food products among consumers in the U.S. by age 2023
Brand preference for food products among consumers in the U.S. by age 2023
Store brand versus national brand preference for food products among consumers in the United States in 2023, by age
Private label key qualities according to U.S. Gen Z 2023
Private label key qualities according to U.S. Gen Z 2023
Key qualities that very much or precisely describe store brands according to Gen Z in the United States in 2023

Private label food and beverage sales volume in the U.S.: ****bn units

Unit share of private label food and beverages in the U.S.: **%

Unit share of general merchandise private labels in the U.S.: ****%

Key figures

The most important key figures provide you with a compact summary of the topic of "Private label food market in the U.S." and take you straight to the corresponding statistics.

Leading private label edible product category in the U.S. by sales value
Natural cheese
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Detailed statistics
Edible private label product sales value in the U.S. 2024, by category
Leading private label edible food and beverage category in the U.S. by dollar share
Fresh eggs
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Detailed statistics
Edible private label product dollar share in the U.S. 2024, by category
Leading private label packaged food in the U.S. by compound annual growth rate
Plant-based dairy
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Detailed statistics
Private label packaged food growth rate in the U.S. by category 2018-2022

Private label share of consumer packaged goods (CPG) grocery category spending among low-income consumers in the U.S.
**%
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Detailed statistics
U.S. private label share of CPG categories expenditure by income 2023
Leading consumer packaged goods (CPG) private label brand in the U.S. by household penetration rate
Great Value
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Detailed statistics
CPG private label brands household penetration rate U.S. 2025
Share of Gen Z extremely/very aware of store brands in the U.S.
**%
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Detailed statistics
Private label awareness and purchase according to U.S. Gen Z 2023

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Private label in the United Kingdom (UK)

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U.S. private label food market - statistics & facts

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