Record-Breaking US Private Label Growth in 2025
Private label in the US has entered a new record-breaking era. With sales reaching a record $282.8 billion in 2025 and growth significantly beating out national brands, store brands are no longer a secondary option. They are necessary for a modern retail strategy.
For white or private label businesses, particularly those supplying to retail, this change shows a noticeable shift. Across multiple industry reports, the data confirms that private label market share is the highest it has ever been in the US. Both dollar and unit sales are increasing, and consumer trust continues to strengthen.
Although some say that the growth started in response to inflation, it reflects a long-term change in how retail customers view value in a product.
Record US Growth Reinforces Retail Strategy
In the US, private label sales grew at almost three times the rate of national brands throughout 2025. The difference in growth rate shows an undeniable shift from both manufacturers and consumers.
They are not just testing out private label brands; they are sticking to their decisions and making a permanent switch, making repeated purchases. All due to an increase in the perceived quality by the consumer.
White and private label options now offer the opportunity to grow proactively and are not just safe bets to lower costs. With retailers investing in them more strategically.
Retailers Are Expanding White and Private Label Ranges
Major US retailers, like Walmart, Target, Kroger, Costco, and Hy-Vee, have continued to update their private label options. More importantly, this expansion includes products ranging from high-end to entry-level.
The newest way to implement white and private label products is to have multiple price points across your ranges, from everyday essentials to premium and options. More expensive wellness products, like high-protein and functional rages, are becoming commonplace in own brands.
This change shows that private label manufacturing is being used to form an identity and strengthen customer loyalty, not just to improve margins.
If you are supplying to retail, are you aligned with this shift towards quality-led white and private label innovation?\
Strong Category Performance, Including Pet Care
Multiple sectors have delivered very strong private label performance in the US. Pet products, refrigerated products, beverages and frozen foods have all claimed the top spots in recent reporting.
Pet products stand out as an example of how the white and private label sector has grown into its own in 2025. Consumers now trust own brand products in more personal areas like the health and well-being of their pets after providing quality formulations that meet strict standards.
For white and private label suppliers, this reinforces the importance of credibility, transparency and functional positioning.
Why This Matters for White & Private Label Expo
The continued growth of white and private label products in US retail now demands recognition of the sector. With record sales, rising market share and differentiating tiers, everything points to a strong and adapting industry.
US retailers are actively seeking innovative white and private label partners who understand quality, scale and consumer expectations.
Make sure you get your product in front of 6,000 of them at White & Private Label Expo New York. Find out more about exhibiting here.
