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86% of U.S. shoppers have switched to store brands for at least some of their regular purchases. That is 6 in 10 people. Many plan to stick with private label for good.
People are not just switching to save money. Trust is shifting too. 37% of shoppers now trust the quality of private label goods above national brands. Another 47% say store brands are just as good. Retailers have invested heavily in better packaging, design, and marketing. The old stigma is gone. 77% of consumers feel no hesitation about buying private label anymore. This is not a temporary change. It is a permanent shift in how people shop.
Affluent shoppers are driving the trend. 44% of higher‑income households are buying more private label than last year. That is 10% more than lower‑income shoppers. 39% of these households now regularly buy premium private label products. Many see it as “shopping smart,” not trading down. Younger shoppers feel the same. 71% of Gen Z consumers sometimes or always buy cheaper versions of name brands. 88% of all shoppers plan to maintain or increase their private label habits.
Private label U.S. sales hit $330 billion in 2025. That is a 24% unit share of the CPG market.
44% more shoppers chose store brands over name brands in 2025 compared to the prior year.
45% of consumers have permanently switched from a national brand to a store brand when quality met or exceeded expectations.
Only 48% of consumers still call themselves brand loyal. The rest are “brand curious” or price‑driven.
Higher‑income households purchased 10% more private label products than lower‑income households from 2025 to 2026.
Every report is human-checked and delivered in one business day. You get the latest numbers, not last quarter’s.
86% of U.S. shoppers have switched to store brands for at least some of their regular purchases. That is 6 in 10 people. Many plan to stick with private label for good.
People are not just switching to save money. Trust is shifting too. 37% of shoppers now trust the quality of private label goods above national brands. Another 47% say store brands are just as good. Retailers have invested heavily in better packaging, design, and marketing. The old stigma is gone. 77% of consumers feel no hesitation about buying private label anymore. This is not a temporary change. It is a permanent shift in how people shop.
Affluent shoppers are driving the trend. 44% of higher‑income households are buying more private label than last year. That is 10% more than lower‑income shoppers. 39% of these households now regularly buy premium private label products. Many see it as “shopping smart,” not trading down. Younger shoppers feel the same. 71% of Gen Z consumers sometimes or always buy cheaper versions of name brands. 88% of all shoppers plan to maintain or increase their private label habits.
Private label U.S. sales hit $330 billion in 2025. That is a 24% unit share of the CPG market.
44% more shoppers chose store brands over name brands in 2025 compared to the prior year.
45% of consumers have permanently switched from a national brand to a store brand when quality met or exceeded expectations.
Only 48% of consumers still call themselves brand loyal. The rest are “brand curious” or price‑driven.
Higher‑income households purchased 10% more private label products than lower‑income households from 2025 to 2026.
Every report is human-checked and delivered in one business day. You get the latest numbers, not last quarter’s.