Private Label Brands Grow in Share of Total Store Sales

Discount stores and a number of other retailers are offering more and more products that are private label. Instead of being limited to selling branded products from major manufacturers like Procter & Gamble, growing numbers of stores are contracting for the manufacture of store-branded merchandise. Such is the case with Walmart and its Ol’ Roy dog food, the George line of apparel or the Sam’s Choice products found in its Sam’s Club stores. One-half of the goods sold at Target and Kroger stores are now privately branded (Kroger owns and operates dozens of manufacturing facilities in the U.S.). Costco’s Kirkland Signature brand is on everything from cookware to paper goods to food items. Although this method has long been used by department store chains and a handful of specialty store chains, few have picked it up with as much enthusiasm or effectiveness as the discount retailers.

Rampant inflation in 2022-2023 deeply challenged consumers’ household budgets and caused sales of private label goods to grow due to their lower prices. Sales of private-label items are generally growing at a faster rate than those of name brands. Overall, private-label sales in the U.S. (in supermarkets, drug stores, mass-market merchandisers and club and dollar stores) reached $236.3 billion in 2023, up from $228.6 billion in 2022 according to the Private Label Manufacturers Association (PLMA). One out of every four products sold in the U.S. has a private label or is a store brand.

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