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U.S. private label market - statistics & facts

Private label or store brands are a line of products in a wide range of industries that provide a lower cost alternative to regional, national, or international brands. In 2020, the market share of private label brands in the United States was 19.5 percent. Over that year, retail sales of consumer packaged goods sold under store brands in the United States amounted to around 158.8 billion U.S. dollars, an increase compared to the previous year.

Private label purchases of consumer packaged goods typically occur more often in the physical or offline retail channel as opposed to online, since consumers tend to buy private label options from the brick-and-mortar stores they trust. The most profitable retail channels for private label products were mass merchant stores, where private label products generated sales of 77.8 billion U.S. dollars, followed by supermarkets with sales worth roughly 73.1 billion U.S. dollars. However, looking at the online sales of consumer packaged goods, private labels reported lower numbers than other categories of manufacturers operating in the United States in 2020. In terms of product categories, household paper and plastics products generated the highest sales in supermarkets, while baby food registered an outstanding growth, compared to other consumer goods.

The perception of private label brands used to be quite negative. This has changed over recent years, with consumers from all generations embracing store brands. The changing shopping habits due to the coronavirus (COVID-19) pandemic, economic factors, as well as improvement in product quality and variety aided in changing consumers attitudes towards store brands. Consumers have come to realize that, in terms of quality and value, these products are often as good as the national brands they used to purchase.

Key figures

The most important key figures provide you with a compact summary of the topic of "Private label market" and take you straight to the corresponding statistics.

Private label retail

Consumer attitude

Interesting statistics

In the following 3 chapters, you will quickly find the {amountStatistics} most important statistics relating to "Private label market".

Private label market in the U.S.

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U.S. private label market - statistics & facts

Private label or store brands are a line of products in a wide range of industries that provide a lower cost alternative to regional, national, or international brands. In 2020, the market share of private label brands in the United States was 19.5 percent. Over that year, retail sales of consumer packaged goods sold under store brands in the United States amounted to around 158.8 billion U.S. dollars, an increase compared to the previous year.

Private label purchases of consumer packaged goods typically occur more often in the physical or offline retail channel as opposed to online, since consumers tend to buy private label options from the brick-and-mortar stores they trust. The most profitable retail channels for private label products were mass merchant stores, where private label products generated sales of 77.8 billion U.S. dollars, followed by supermarkets with sales worth roughly 73.1 billion U.S. dollars. However, looking at the online sales of consumer packaged goods, private labels reported lower numbers than other categories of manufacturers operating in the United States in 2020. In terms of product categories, household paper and plastics products generated the highest sales in supermarkets, while baby food registered an outstanding growth, compared to other consumer goods.

The perception of private label brands used to be quite negative. This has changed over recent years, with consumers from all generations embracing store brands. The changing shopping habits due to the coronavirus (COVID-19) pandemic, economic factors, as well as improvement in product quality and variety aided in changing consumers attitudes towards store brands. Consumers have come to realize that, in terms of quality and value, these products are often as good as the national brands they used to purchase.

Interesting statistics

In the following 3 chapters, you will quickly find the {amountStatistics} most important statistics relating to "Private label market".

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