Private Label Brands 2025

How Retailers Are Using Innovation, Marketing, and Loyalty to Pull Ahead of National Brands

Report by Sky Canaves  | UPDATED: Apr 25, 2025
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Table of Contents
Executive Summary
Economic conditions are giving private labels an edge
Innovation is expanding private label’s share of shopping baskets
Private label brand marketing is moving up the funnel
Retailers are developing private label strategies to boost customer loyalty
Retailers can seize emerging opportunities to expand their reach via private label
Summary of implications for retailers and brands
EMARKETER Interviews
Sources
Media Gallery
About This Report
Private label brands are set for another surge in momentum as consumers become increasingly concerned about the impact of tariffs.
Topics
Retail Sales
Retail Categories
Loyalty
United States
Table of Contents
Executive Summary
Economic conditions are giving private labels an edge
Innovation is expanding private label’s share of shopping baskets
Private label brand marketing is moving up the funnel
Retailers are developing private label strategies to boost customer loyalty
Retailers can seize emerging opportunities to expand their reach via private label
Summary of implications for retailers and brands
EMARKETER Interviews
Sources
Media Gallery

As more consumers seek quality and value, private label brands have become go-to options for expanded, high-quality assortments at compelling prices. Retailers are using sophisticated strategies—from innovation to loyalty programs—to elevate private labels into powerhouse brands that can compete against established names.

Key Question: What is driving private label brand growth and adoption?

Private Label Growth Has Surged Ahead of National Brands in the Grocery Sector (% change in US grocery store brand vs. national brand sales, 2020-2024)
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Key Stat: Sales of private label grocery brands increased by 3.9% in 2024, nearly four times faster than national brand sales, according to the Private Label Manufacturers Association (PLMA).

This report can help you:

  • Develop commerce strategy (retailers and brands)
  • Showcase opportunities to customers and develop go-to-market strategy (solution providers)

Here’s what’s in the full report

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    Table of Contents

    1. Executive Summary
    2. Economic conditions are giving private labels an edge
    3. Innovation is expanding private label’s share of shopping baskets
    4. Private label brand marketing is moving up the funnel
    1. Retailers are developing private label strategies to boost customer loyalty
    2. Retailers can seize emerging opportunities to expand their reach via private label
    3. Summary of implications for retailers and brands
    4. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    Private Label Growth Has Surged Ahead of National Brands in the Grocery Sector (% change in US grocery store brand vs. national brand sales, 2020-2024)Nearly 60% of Consumers Report Buying More Private Label Goods as Economic Concerns Rise (% of US adults, March 2025)
    Nearly Three-Quarters of Consumers Think Private Labels Are as Good as Name Brands (% of US adults, Feb 2025)Private Label Brand Penetration Is Highest Where Brand Marketing Is Less Prevalent (US private label sales % of total units sold and % household penetration, by product category, 2024*)
    Gen Zers and Young Millennials Are Most Open to Buying New Private Label Products (% of US consumers, by age, Dec 2024)Fashion and Beauty Shoppers Save Money While Finding Similar Quality and Style Buying Dupes (% of US fashion and beauty buyers, March 2024)
    Physical Stores Remain the Top Channel for Product Discovery (% of US shoppers, June 2024)The Top Challenges to Consumer Loyalty Benefit Private Label Brands (% of US agency and brand professionals, Jan 2025)
    Retailers With Higher Shares of Sales From Owned Brands Have Been Pulling Ahead of the Competition (% of total US private label sales, by retailer, 2024)Nearly One-Third of US Retailers May Make Acquisitions in 2025 to Boost Their Private Brands (% of US retail executives, Nov 2024)

    Interviewed for This Report

    Matthew Pavich
    Revionics
    Senior Director, Strategy and Innovation
    Interviewed March 4, 2025

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    First Published on Apr 24, 2025

    authors

    Sky Canaves

    Contributors

    Suzy Davidkhanian
    VP, Content
    Eleni Digalaki
    Nikolai Dineros
    Blake Droesch
    Wendy Malloy
    Director, Reports Editor
    Amy Rotondo
    Director, US Research
    Matt Torpey
    Senior Chart Editor
    Emman Velasco
    Chart Editor