U.S. cpg private label brands penetration rate 2023 | Statista

As of June 2023, Great Value held the distinction of being the consumer packaged goods private label brand with the highest household penetration rate in the U.S., reaching 72 percent. The store brand Equate followed, with a penetration rate of 53.1 percent.

Leading consumer packaged goods (CPG) private label brands in the United States as of June 2023, by household penetration rate

Characteristic	Household penetration rate
Great Value	72%
Equate	53.1%
Marketside	46.8%
Freshness Guaranteed	41.4%
Walmart	32.7%
Dollar Tree	31.6%
Krikland Signature	31.6%
Kroger	30.7%
Retailer Aldi	28.3%
Member's Mark	24.2%
Clover Valley	22.9%
Up & Up	21.9%
Good & Gather	21.1%
CVS Health	20%
7-Select	19%

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Release date

July 2023

More information

Region

United States

Survey time period

Latest 3 months ending June 30, 2023

Special properties

All channels

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