Key stat: US sales of private label grocery brands grew 3.9% in 2024, outpacing the 1.0% growth of national brands, according to the Private Label Manufacturers Association (PLMA).

Beyond the chart:

• One out of every four grocery products purchased in the US last year was a private label brand, per the PLMA.
• Private label sales reached $271 billion in the US last year.

Use this chart: Retail marketers should consider highlighting private label value messaging in digital promotions, expanding premium store brand offerings to capture trade-down consumers who don’t want to sacrifice quality, and leveraging shopper data to identify national brand loyalists who may be ready to switch.

Related EMARKETER reports:

• Private Label Brands 2025 (EMARKETER subscription required)
• US Digital Grocery Forecast 2025 (EMARKETER subscription required)