- Costco, Walmart and Target have shown the most consistent increases in private label dollar share in recent weeks.
- In the week ending July 17, Amazon, Costco, Hy-Vee and Meijer all saw noteworthy spikes in their private label CPG share compared to previous weeks.
- More premium private label brands like those owned by Publix and Whole Foods continue to see lower share numbers.
8 in 11 top retailers saw increased private label share in latest week.

Private label unit share spiked for select retailers in July.
- Amazon, CVS and Target all saw large spikes in their private label unit share in the week ending July 17, with Target & Amazon jumps likely driven by Prime Day and Target Deals Days.
- Despite elevated private label dollar share, Hy-Vee unit share remains below Q4 levels, though up significantly from the weeks prior.
- As seen with dollar share, private label share remains below Q4 levels for grocery retailers Kroger, Publix and Whole Foods.

Households are showing an increased interest in private label.
- Most major retailers are seeing more households purchasing private label CPG products in recent months compared to Q4 2021 levels.
- Amazon, Meijer, Publix, and Costco specifically are seeing the highest levels of engagement.
- Despite recent increases in dollar share, Hy-Vee continues to face lower private label penetration in recent weeks than any other major retailer analyzed.
