Private label brands have seen substantial growth in the first half of 2025, continuing their strong upward trajectory. According to the latest data from the Private Label Manufacturers Association (PLMA), private label dollar sales increased by 4.4% compared to the same period in 2024, outpacing national brands, which only saw a 1.1% increase. Unit sales for private labels grew by 0.4%, while national brands experienced a slight decline of 0.6%.
This performance has resulted in private labels reaching record market share levels. Dollar market share rose to 21.2%, and unit market share reached 23.2%, both marking all-time highs. The PLMA forecasts that total private label sales will approach $277 billion by the end of 2025, surpassing the previous year’s record of $271 billion.
The strongest sales growth was observed in refrigerated foods, which saw a 13% increase in dollar sales. Other categories showing significant growth include beverages (up 4.8%), frozen foods (3.8%), and general food (2.5%). In terms of unit sales, beverages led with a 4.2% increase, followed by frozen foods at 2.1%, and refrigerated and general foods each up by 1.2%.
This sustained growth signals a growing consumer preference for private label products, which continue to offer quality, value, and innovation.