PRIVATE LABEL TRENDS
Get perspective on private label performance.
Numerator’s Private Label Trends dashboard provides an ongoing look at private label performance across product sectors, channels and retailers. Updated quarterly, the dashboard dives into volume trends, top private label brands, and consumer sentiment around store brands.
Latest Update: 7/25/2024
Private Label Sector & Channel Trends
Private label products accounted for nearly a quarter of unit volume (24%) across ten major product sectors in the past 12 months. General merchandise categories such as office, home & garden, and tools & home improvement had the largest private label share, while store brand grocery, health & beauty, and household products had the highest household penetration. Private label items made up the highest portion of sales at club, office, and mass retailers, compared to beauty and electronics stores, which saw less than 10% of unit volume coming from store brand products.
Top Private Label Retailers
Among 20 of the largest US retailers, Aldi and Trader Joe’s rely most heavily on private label products, with their owned-brands accounting for more than two-thirds of their overall sales volume. On the other end of the spectrum, private label brands only accounted for 3% of Amazon’s sales volume, significantly lower than any other major retailer.
- This analysis includes ten major product sectors: baby, electronics, grocery, health & beauty, home & garden, household, office, pet, tools & home improvement, and toys.
Top Private Label Brands
Kroger’s “Smart Way” brand—first launched in late 2022—was the fastest-growing private label brand in the past year, increasing sales volume over 100%. Store brands from both Dollar Tree and Dollar General accounted for four of the top 15 fastest-growing private label brands, while drug store brands from Walgreens and CVS accounted for another three. Walmart brands dominated the list for largest private label brands, with over half of US households purchasing many of their brands in the past year.
What are shoppers saying about private label brands?
VALUE
58%
of consumers think private label brands offer an above-average value for their price
SAVINGS
43%
of consumers purchase private label items to save money
COMPARISONS
29%
of consumers think private label brands are just as good as name brands
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