XenalyticsNo. 003 · Oct 27, 2026
CPG · Circana Unify+ via PLMA
Store brands now take 21.3% of US grocery-aisle spending
21.3%store-brand share of US dollar sales in 2025, all outlets (Circana Unify+ via PLMA). Source: Private Label Manufacturers Association (PLMA), 2026
Store-brand share of US sales, 2021–2025
All outlets. Toggle dollars, units and sales to see the record run.
Data table
| Period | Dollar share | Unit share | $ sales |
|---|---|---|---|
| 2021 | 19.1% | 21.6% | $218.0B |
| 2022 | 20.0% | 22.0% | $247.3B |
| 2023 | 20.4% | 22.7% | $262.2B |
| 2024 | 20.9% | 23.3% | $273.7B |
| 2025 | 21.3% | 23.5% | $282.8B |
- $282.8Bstore-brand sales in 2025, up 3.3%; national brands grew 1.2%
- 23.5%of units sold carried a store brand: about one in four products
- 47%of all 2025 US dollar sales gains went to store brands (about $9B of $19.4B), per PLMA
Read the full analysis and explore the data on XENA Intelligence →