Private Label Products Now

The private label market has reached record heights as of 2026, with U.S. sales hitting . Once viewed as low-cost "generic" alternatives, these products—also known as store brands —now capture a 24% unit share of the total market. This shift is driven by a fading stigma; 72% of consumers now view store brands as strong alternatives to national brands, and many are unable to distinguish between the two based on quality alone. Market Performance & Trends

: Premium store brands now account for 40% of total private label spend, up significantly since 2019. PRIVATE LABEL PRODUCTS

: In Europe , private label already accounts for roughly half of all unit sales , and Australia has reached a 40% share. Consumer Insights The private label market has reached record heights