{
 "slug": "store-brands-market-share-2025",
 "no": 3,
 "date": "2026-10-27",
 "updated": "2026-10-27",
 "title": "Store brands now take 21.3% of US grocery-aisle spending",
 "description": "Interactive: US store brands sold $282.8B in 2025, a record 21.3% dollar share and 23.5% unit share (Circana Unify+ via PLMA). Find your category's store-brand share.",
 "topics": [
  "CPG",
  "Retail"
 ],
 "big": {
  "v": 21.3,
  "f": {
   "d": 1,
   "s": "%"
  },
  "l": "store-brand share of US dollar sales in 2025, all outlets (Circana Unify+ via PLMA)",
  "src": [
   "plma"
  ]
 },
 "stats": [
  {
   "v": "$282.8B",
   "l": "store-brand sales in 2025, up 3.3%; national brands grew 1.2%",
   "src": [
    "plma"
   ]
  },
  {
   "v": "23.5%",
   "l": "of units sold carried a store brand: about one in four products",
   "src": [
    "plma"
   ]
  },
  {
   "v": "47%",
   "l": "of all 2025 US dollar sales gains went to store brands (about $9B of $19.4B), per PLMA",
   "src": [
    "plma"
   ]
  }
 ],
 "sources": [
  {
   "id": "plma",
   "t": "PLMA 2026 Private Label Report: A Statistical Guide to Today's Store Brands (Circana Unify+ data, 52 weeks ending Dec 28, 2025)",
   "pub": "Private Label Manufacturers Association (PLMA)",
   "y": 2026,
   "u": "https://plma.com/sites/default/files/files/2026-01/plma-2026-report.pdf"
  },
  {
   "id": "plmanews",
   "t": "US private label industry reached $282.8 billion in sales in 2025",
   "pub": "PLMA",
   "y": 2026,
   "u": "https://www.plma.com/article/us-private-label-industry-reached-2828-billion-sales-2025"
  }
 ],
 "notes": [
  "All figures are Circana Unify+ all-outlet data as published by PLMA for the 52 weeks ending December 28, 2025. Circana is PLMA's data provider.",
  "Other data providers, such as NielsenIQ, measure different store sets and categories and publish different store-brand shares. Don't mix figures from different panels.",
  "PLMA says store brands took 47% of 2025 dollar gains, describing it as about $9 billion of $19.4 billion. The rounded figures it gives work out to about 46%; we show PLMA's stated 47%."
 ],
 "blocks": [
  {
   "id": "trend",
   "type": "bar",
   "title": "Store-brand share of US sales, 2021–2025",
   "sub": "All outlets. Toggle dollars, units and sales to see the record run.",
   "x": [
    "2021",
    "2022",
    "2023",
    "2024",
    "2025"
   ],
   "modes": [
    {
     "key": "dshare",
     "label": "Dollar share",
     "f": {
      "d": 1,
      "s": "%"
     },
     "series": [
      {
       "name": "Store-brand dollar share",
       "color": "#FA649B",
       "v": [
        19.1,
        20.0,
        20.4,
        20.9,
        21.3
       ]
      }
     ]
    },
    {
     "key": "ushare",
     "label": "Unit share",
     "f": {
      "d": 1,
      "s": "%"
     },
     "series": [
      {
       "name": "Store-brand unit share",
       "color": "#A98BFF",
       "v": [
        21.6,
        22.0,
        22.7,
        23.3,
        23.5
       ]
      }
     ]
    },
    {
     "key": "usd",
     "label": "$ sales",
     "f": {
      "d": 1,
      "p": "$",
      "s": "B"
     },
     "series": [
      {
       "name": "Store-brand dollar sales",
       "color": "#FFC2D8",
       "v": [
        218.0,
        247.3,
        262.2,
        273.7,
        282.8
       ]
      }
     ]
    }
   ],
   "src": [
    "plma",
    "plmanews"
   ],
   "note": "PLMA reports 2021 dollar sales as $218bn (rounded)."
  },
  {
   "id": "finder",
   "type": "tiles",
   "title": "Find your category",
   "sub": "Pick a category or department. Each square is 1% of its 2025 dollar sales; pink squares went to store brands.",
   "groups": [
    {
     "key": "cat",
     "label": "Top categories",
     "items": [
      {
       "name": "Adult Incontinence",
       "g": "Nonfood",
       "v": {
        "share": 32.7,
        "usd": 0.88
       }
      },
      {
       "name": "Baking Needs",
       "g": "Food",
       "v": {
        "share": 39.1,
        "usd": 2.19
       }
      },
      {
       "name": "Bottled Water",
       "g": "Food",
       "v": {
        "share": 31.2,
        "usd": 8.29
       }
      },
      {
       "name": "Breakfast Meats",
       "g": "Food",
       "v": {
        "share": 27.5,
        "usd": 2.47
       }
      },
      {
       "name": "Butter/Butter Blends",
       "g": "Food",
       "v": {
        "share": 48.0,
        "usd": 2.41
       }
      },
      {
       "name": "Candles",
       "g": "Nonfood",
       "v": {
        "share": 57.7,
        "usd": 1.17
       }
      },
      {
       "name": "Coffee",
       "g": "Food",
       "v": {
        "share": 17.6,
        "usd": 2.4
       }
      },
      {
       "name": "Cookies",
       "g": "Food",
       "v": {
        "share": 20.7,
        "usd": 2.73
       }
      },
      {
       "name": "Culinary",
       "g": "Nonfood",
       "v": {
        "share": 33.4,
        "usd": 1.26
       }
      },
      {
       "name": "Cups & Plates",
       "g": "Nonfood",
       "v": {
        "share": 61.1,
        "usd": 3.7
       }
      },
      {
       "name": "Dairy Milk",
       "g": "Food",
       "v": {
        "share": 55.5,
        "usd": 9.15
       }
      },
      {
       "name": "Diapers",
       "g": "Nonfood",
       "v": {
        "share": 14.6,
        "usd": 0.86
       }
      },
      {
       "name": "Disposable Tableware",
       "g": "Nonfood",
       "v": {
        "share": 88.6,
        "usd": 1.0
       }
      },
      {
       "name": "Dog Food",
       "g": "Nonfood",
       "v": {
        "share": 13.3,
        "usd": 1.43
       }
      },
      {
       "name": "Dog Treats & Chews",
       "g": "Nonfood",
       "v": {
        "share": 23.1,
        "usd": 1.16
       }
      },
      {
       "name": "Entrees - Rfg",
       "g": "Food",
       "v": {
        "share": 41.5,
        "usd": 2.41
       }
      },
      {
       "name": "First Aid Accessories",
       "g": "Nonfood",
       "v": {
        "share": 41.1,
        "usd": 0.97
       }
      },
      {
       "name": "First Aid Treatment",
       "g": "Nonfood",
       "v": {
        "share": 37.2,
        "usd": 0.74
       }
      },
      {
       "name": "Food & Trash Bags",
       "g": "Nonfood",
       "v": {
        "share": 46.9,
        "usd": 2.63
       }
      },
      {
       "name": "Fresh Bread & Rolls",
       "g": "Food",
       "v": {
        "share": 25.4,
        "usd": 4.55
       }
      },
      {
       "name": "Fresh Eggs",
       "g": "Food",
       "v": {
        "share": 67.0,
        "usd": 9.44
       }
      },
      {
       "name": "Gastrointestinal",
       "g": "Nonfood",
       "v": {
        "share": 34.6,
        "usd": 1.81
       }
      },
      {
       "name": "Home Health Care/Kits",
       "g": "Nonfood",
       "v": {
        "share": 48.3,
        "usd": 0.78
       }
      },
      {
       "name": "Internal Analgesics",
       "g": "Nonfood",
       "v": {
        "share": 29.6,
        "usd": 1.41
       }
      },
      {
       "name": "Kitchen Storage",
       "g": "Nonfood",
       "v": {
        "share": 44.3,
        "usd": 1.98
       }
      },
      {
       "name": "Luncheon Meats",
       "g": "Food",
       "v": {
        "share": 28.3,
        "usd": 2.1
       }
      },
      {
       "name": "Meat - Rfg",
       "g": "Food",
       "v": {
        "share": 58.1,
        "usd": 6.39
       }
      },
      {
       "name": "Natural Cheese",
       "g": "Food",
       "v": {
        "share": 51.1,
        "usd": 9.86
       }
      },
      {
       "name": "Paper Towels",
       "g": "Nonfood",
       "v": {
        "share": 40.3,
        "usd": 2.93
       }
      },
      {
       "name": "Pastry/Doughnuts",
       "g": "Food",
       "v": {
        "share": 32.0,
        "usd": 2.54
       }
      },
      {
       "name": "Poultry - Fz/Rfg",
       "g": "Food",
       "v": {
        "share": 38.1,
        "usd": 2.34
       }
      },
      {
       "name": "Salty Snacks",
       "g": "Food",
       "v": {
        "share": 7.1,
        "usd": 2.76
       }
      },
      {
       "name": "Seafood - Fz",
       "g": "Food",
       "v": {
        "share": 65.0,
        "usd": 4.54
       }
      },
      {
       "name": "Shortening & Oil",
       "g": "Food",
       "v": {
        "share": 45.3,
        "usd": 2.76
       }
      },
      {
       "name": "Snack Nuts/Seeds/Corn Nuts",
       "g": "Food",
       "v": {
        "share": 38.0,
        "usd": 2.23
       }
      },
      {
       "name": "Socks",
       "g": "Nonfood",
       "v": {
        "share": 34.5,
        "usd": 0.75
       }
      },
      {
       "name": "Spices/Extracts/Salt",
       "g": "Food",
       "v": {
        "share": 28.8,
        "usd": 1.92
       }
      },
      {
       "name": "Toilet Tissue",
       "g": "Nonfood",
       "v": {
        "share": 31.5,
        "usd": 3.4
       }
      },
      {
       "name": "Upper Respiratory",
       "g": "Nonfood",
       "v": {
        "share": 25.5,
        "usd": 2.83
       }
      },
      {
       "name": "Vitamins",
       "g": "Nonfood",
       "v": {
        "share": 20.8,
        "usd": 2.3
       }
      }
     ],
     "default": "Fresh Eggs"
    },
    {
     "key": "dep",
     "label": "Departments",
     "items": [
      {
       "name": "Refrigerated",
       "v": {
        "share": 36.6,
        "ushare": 38.4,
        "usd": 60.8,
        "chg": 6.1
       }
      },
      {
       "name": "General Merchandise",
       "v": {
        "share": 36.0,
        "ushare": 44.4,
        "usd": 25.0,
        "chg": 0.9
       }
      },
      {
       "name": "Frozen",
       "v": {
        "share": 26.4,
        "ushare": 27.9,
        "usd": 22.4,
        "chg": 2.4
       }
      },
      {
       "name": "Health",
       "v": {
        "share": 20.6,
        "ushare": 25.2,
        "usd": 18.1,
        "chg": -2.3
       }
      },
      {
       "name": "General Food",
       "v": {
        "share": 18.2,
        "ushare": 22.9,
        "usd": 52.9,
        "chg": 1.6
       }
      },
      {
       "name": "Pet Care",
       "v": {
        "share": 17.2,
        "ushare": 18.1,
        "usd": 5.6,
        "chg": 3.7
       }
      },
      {
       "name": "Beverages",
       "v": {
        "share": 10.0,
        "ushare": 12.3,
        "usd": 15.1,
        "chg": 4.8
       }
      },
      {
       "name": "Household Essentials",
       "v": {
        "share": 9.9,
        "ushare": 15.1,
        "usd": 3.3,
        "chg": -0.4
       }
      },
      {
       "name": "Beauty",
       "v": {
        "share": 7.3,
        "ushare": 13.3,
        "usd": 3.9,
        "chg": 2.8
       }
      },
      {
       "name": "Liquor",
       "v": {
        "share": 0.1,
        "ushare": 0.1,
        "usd": 0.0687,
        "chg": 3.6
       }
      }
     ],
     "default": "Refrigerated"
    }
   ],
   "f": {
    "d": 1,
    "s": "%"
   },
   "src": [
    "plma"
   ],
   "note": "Categories are PLMA's 2025 Top 20 food and Top 20 nonfood categories by store-brand dollar sales. Departments cover all categories.",
   "lbl": "of 2025 dollar sales went to store brands",
   "avg": 21.3,
   "avgLbl": "all-outlet average",
   "usdLbl": "Store-brand sales"
  },
  {
   "id": "depts",
   "type": "ranked",
   "title": "Store brands by department, 2025",
   "sub": "Sort by dollar share, unit share, store-brand sales or growth.",
   "metrics": [
    {
     "key": "share",
     "label": "Dollar share",
     "f": {
      "d": 1,
      "s": "%"
     }
    },
    {
     "key": "ushare",
     "label": "Unit share",
     "f": {
      "d": 1,
      "s": "%"
     }
    },
    {
     "key": "usd",
     "label": "SB sales",
     "f": {
      "d": 1,
      "p": "$",
      "s": "B"
     }
    },
    {
     "key": "chg",
     "label": "$ growth",
     "f": {
      "d": 1,
      "s": "%",
      "plus": 1
     }
    }
   ],
   "items": [
    {
     "name": "Refrigerated",
     "v": {
      "share": 36.6,
      "ushare": 38.4,
      "usd": 60.8,
      "chg": 6.1
     }
    },
    {
     "name": "General Merchandise",
     "v": {
      "share": 36.0,
      "ushare": 44.4,
      "usd": 25.0,
      "chg": 0.9
     }
    },
    {
     "name": "Frozen",
     "v": {
      "share": 26.4,
      "ushare": 27.9,
      "usd": 22.4,
      "chg": 2.4
     }
    },
    {
     "name": "Health",
     "v": {
      "share": 20.6,
      "ushare": 25.2,
      "usd": 18.1,
      "chg": -2.3
     }
    },
    {
     "name": "General Food",
     "v": {
      "share": 18.2,
      "ushare": 22.9,
      "usd": 52.9,
      "chg": 1.6
     }
    },
    {
     "name": "Pet Care",
     "v": {
      "share": 17.2,
      "ushare": 18.1,
      "usd": 5.6,
      "chg": 3.7
     }
    },
    {
     "name": "Beverages",
     "v": {
      "share": 10.0,
      "ushare": 12.3,
      "usd": 15.1,
      "chg": 4.8
     }
    },
    {
     "name": "Household Essentials",
     "v": {
      "share": 9.9,
      "ushare": 15.1,
      "usd": 3.3,
      "chg": -0.4
     }
    },
    {
     "name": "Beauty",
     "v": {
      "share": 7.3,
      "ushare": 13.3,
      "usd": 3.9,
      "chg": 2.8
     }
    },
    {
     "name": "Liquor",
     "v": {
      "share": 0.1,
      "ushare": 0.1,
      "usd": 0.0687,
      "chg": 3.6
     }
    }
   ],
   "src": [
    "plma"
   ],
   "note": "Liquor store-brand sales were $68.7M. Automotive ($1.0B, −0.5%) is reported separately by PLMA without share data and is not shown."
  },
  {
   "id": "quiz",
   "type": "choice",
   "q": "Which department has the highest store-brand share of dollar sales?",
   "opts": [
    "Beverages",
    "Refrigerated",
    "Health",
    "Frozen"
   ],
   "a": 1,
   "reveal": "Refrigerated: 36.6% of its 2025 dollar sales went to store brands, led by eggs, milk and natural cheese. General Merchandise is close behind at 36.0%, and it is the leader on units (44.4%).",
   "src": [
    "plma"
   ]
  }
 ],
 "url": "https://xenaintelligenceapp.com/xenalytics/store-brands-market-share-2025",
 "publisher": "XENA Intelligence (Xenalytics)"
}