Private-label product sales in the United States climbed to $330 billion in 2025, underscoring the continued strength of retailer-owned brands, particularly within the food and beverage sector, according to newly released data from Circana.
The category now accounts for a 24% unit share and a 23% dollar share across key consumer goods segments, highlighting its growing relevance in a competitive retail landscape. While gains are evident across store formats, the latest momentum is concentrated in emerging channels, with club retailers playing a pivotal role. Circana noted that club channels are responsible for nearly half of all private label growth. Looking ahead, the market is expected to maintain a positive trajectory, albeit at a more moderate pace.
“As we look ahead to 2026, the outlook for private label remains positive, though more balanced,” said Sally Lyons Wyatt, global executive vice president and chief advisor at Circana. “While we anticipate continued unit share growth, the pace will likely be more measured as private label transitions from an acceleration phase into a normalized growth cycle.” Lyons Wyatt identified several structural drivers underpinning the segment’s expansion. These include ongoing financial pressure on households, continued improvements in product quality and consumer trust, and strong adoption among younger demographics—particularly Gen Z. Additionally, loyalty programs and exclusive product offerings are reinforcing consumer engagement and repeat purchases.
Younger shoppers are emerging as a critical force behind the category’s evolution. Increasingly, they perceive private-label products as credible, high-quality alternatives to national brands. In response, retailers are broadening their assortments to include premium, functional, and wellness-oriented lines designed to compete directly with established branded products.
However, the competitive environment is tightening as traditional brands respond aggressively. As private-labels transition into a more mature phase, the interplay between retailer innovation and branded competition is expected to define the next chapter of growth in the U.S. market.
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