U.S. shoppers deal-seeking behavior 2019, by income

In 2019, almost 90 percent of Americans with an income below 35,000 U.S. dollars stated that they bought private label options instead of name brands. Despite the disparity in income, deal-seeking behavior among all consumers in the United States was, in many cases, relatively similar.

Consumer packaged goods

In 2019, dollar sales of private label consumer packaged goods (CPG) grew by almost four percent in the United States. CPG private label sales growth has increased considerably since 2016, while the sales growth rate for national brands remained between roughly one to two percent. In 2018, about thirty percent of Costco’s CPG sales numbers were achieved through private labels in the United States.

Private label product categories

Products are increasingly sold under private labels by companies in order to increase overall sales numbers. This was especially the case for milk in 2018: private labels within this product category generated almost half of the total retail sales numbers in the United States that year.