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Private Label: Sales Rise 4.4% in All Retail Outlets in H1 2025

Store brand market share for the first half of the year increased to 21.2% for dollars and 23.2% for units, both all-time highs.

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By: Lianna Albrizio

Associate Editor, Happi

Private label dollar sales increased 4.4% in all outlets versus the prior-year period, compared to an only 1.1% gain for national brands for the six months ending June 15, 2025, per Circana data.

In unit sales, store brands posted a 0.4% increase, while national brands fell 0.6%.

“It’s exciting to see store brands continue on a strong trajectory this year,” said Private Label Manufacturers Association (PLMA) President Peggy Davies. “Shoppers are clearly recognizing the unbeatable combination of quality, value and innovation that store brands bring to the table.”
Overall, store brand market share for the first half of the year increased to 21.2% for dollars and 23.2% for units, both all-time highs.

Breakdown by Department

Store brand dollar sales for the 52 weeks ending June 15 increased in seven of nine sections, led by pet care (+2%); home care (+1.4%); and beauty (+1.1%). General merchandise (-0.4%) and health (-0.1%) were down.

In unit sales, store brands were ahead in home care (+3.4%); pet care (+3.3%); beauty (+0.4%); and health (+0.3%). General merchandise (-2.5%) was off.

PLMA projects total store brand sales for 2025 will approach $277 billion; in 2024, the figure was $271 billion, a record.

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