When asked what categories of private label products U.S. consumers had purchased in the past six months as of January 2022, about 67 percent said pantry items. For the same product category, 12.5 percent of respondents were planning to purchase a private label item of that type in the future. Home furnishings, however, was the product category in which consumers had the highest intention to purchase private label items, according to 45.7 percent of respondents.
Consumers who purchased* or are open to purchasing private label items in the United States as of January 2022, by product category
Characteristic
Purchased*
Open to purchasing
Pantry items (pasta, canned goods, snacks, etc.)
67.4%
12.5%
Personal care (soap, shampoo, body cream, etc.)
54.2%
22.4%
Apparel (jeans, T-shirts, underwear, socks, etc.)
54.1%
24.9%
Household cleaning supplies
53.6%
24.7%
Over-the-counter medicine
51.8%
18.5%
Meat and poultry
43.2%
17.4%
Footwear (slippers, boots, running shoes, etc.)
34.3%
31.1%
Beauty products (makeup, face cream, fragrances, etc.)
33.4%
23.3%
Pet food and supplies
31%
15.2%
Electronics and accessories (TV, batteries, ear pods, etc.)
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eMarketer. (March 1, 2022). Consumers who purchased* or are open to purchasing private label items in the United States as of January 2022, by product category [Graph]. In Statista. Retrieved February 17, 2025, from https://www.statista.com/statistics/1327018/us-consumers-private-label-purchasing-intentions/?__sso_cookie_checker=failed
eMarketer. "Consumers who purchased* or are open to purchasing private label items in the United States as of January 2022, by product category." Chart. March 1, 2022. Statista. Accessed February 17, 2025. https://www.statista.com/statistics/1327018/us-consumers-private-label-purchasing-intentions/?__sso_cookie_checker=failed
eMarketer. (2022). Consumers who purchased* or are open to purchasing private label items in the United States as of January 2022, by product category. Statista. Statista Inc.. Accessed: February 17, 2025. https://www.statista.com/statistics/1327018/us-consumers-private-label-purchasing-intentions/?__sso_cookie_checker=failed
eMarketer. "Consumers Who Purchased* or Are Open to Purchasing Private Label Items in The United States as of January 2022, by Product Category." Statista, Statista Inc., 1 Mar 2022, https://www.statista.com/statistics/1327018/us-consumers-private-label-purchasing-intentions/?__sso_cookie_checker=failed
eMarketer, Consumers who purchased* or are open to purchasing private label items in the United States as of January 2022, by product category Statista, https://www.statista.com/statistics/1327018/us-consumers-private-label-purchasing-intentions/?__sso_cookie_checker=failed (last visited February 17, 2025)
Consumers who purchased* or are open to purchasing private label items in the United States as of January 2022, by product category [Graph], eMarketer, March 1, 2022. [Online]. Available: https://www.statista.com/statistics/1327018/us-consumers-private-label-purchasing-intentions/?__sso_cookie_checker=failed