U.S. store brands retain a sizable lead over national brands in both dollar and unit sales gains, per YTD data ending August 10, provided exclusively to PLMA by Circana and available to association members and retailers on plma.com.
Store brand dollar sales were ahead 4% and store brand unit sales were up 0.3% for the period. By way of comparison, national brand dollar sales were plus 1.3% while national brand unit sales fell 0.5%.
Overall, store brand market shares for the eight-month period were 21% for dollars and 23.1% for units. One in four grocery products purchased by shoppers across the U.S. so far in 2025 carried the store’s name or proprietary brand.
Store brands are sold in 98% of all food and nonfood categories across the U.S. and their growth so far during 2025 is similarly widespread.
After an all-time high of $271 billion in 2024, PLMA projects total US Store Brands sales to approach $277 billion this year.
