Private-label retail sales in the United States reached a record $282.8 billion across all outlets in 2025, an increase of more than $9 billion from 2024, according to the Private Label Manufacturers Association, citing recently released Circana Unify+ data.
“Private-label growth reflects a shift in consumer priorities, as retailer-owned brands increasingly compete—and win—on value, quality, health and sustainability, not just price," said Peggy Davies, president of PLMA.
Store-brand sales increased nearly three times the rate of national brands, climbing 3.3%, compared to a gain of only 1.2% for their national brand counterparts for the 52 weeks ending Dec. 28, 2025.
PLMA said store-brand unit volume increased by 434.3 million to 68.7 billion, also setting a new record. That represents a 0.6% rise, while national brands declined 0.6%.
“Store brands are outperforming national brands across the U.S., growing faster, expanding share and delivering record-setting sales results," said Davies.
From 2021 to 2025, PLMA reported that annual store-brand dollar sales increased $64.8 billion, or 30%, and dollar share rose from 19.1% to 21.3%. Annual unit sales advanced 2.7 billion, or 4 %, lifting unit share from 21.6% to a record 23.5%.
Store-brand unit sales gains in 2025 were led by:
- Pet care, up 5.4%
- Liquor, up 4.4%
- Beverages, up 2.3%
- Frozen, up 0.9%
- Refrigerated, up 0.7%
- General food, up 0.2%
In dollar sales, the refrigerated department expanded the most, gaining 6.1% in store-brand revenue, followed by beverages, which were up 4.8%.
Private-label brands from convenience stores are continuing to gain momentum, with several major chains earning top honors in the PLMA Salute to Excellence Awards. Casey’s General Stores Inc., Ankeny, Iowa; 7-Eleven, Irving Texas; Yesway, Fort Worth, Texas; and bp, Chicago, were among last year’s c-store winners.
More retailers, among them Kwik Trip, are developing proprietary products across categories, including candy. The La Crosse, Wisconsin-based convenience-store chain this month rolled out two new candy bars under its Urge! brand.
- 7-Eleven is No. 1 on CSP’s 2025 Top 202 ranking of U.S. c-store chains by store count. Casey’s General Stores Inc. is No. 3, bp is No. 5, Kwik Trip is No. 11 and Yesway is No. 19.
Based in New York, PLMA is a non-profit trade organization founded in 1979 to promote the store brands industry.
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