Store brands share of U.S. CPG sales in 2018, by selected retailer

In 2018, 29 percent of Costco's consumer packaged goods sales in the United States were from private labels. During that period, store brands accounted for an average of 17 percent of CPG sales for retailers in the United States.

Private label share of consumer packaged goods sales of selected retailers in the United States in 2018*

Share of sales
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Release date

July 2019


United States

Survey time period


Special properties

12 months ended December 31, 2019

Supplementary notes

*Limited to sales within the following categories: baby, grocery, health & beauty, household, and pet.

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Statistics on "Private label market in the U.S."

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