PRIVATE LABEL TRENDS
Get perspective on private label performance.
Numerator’s Private Label Trends dashboard provides an ongoing look at private label performance across product sectors, channels and retailers. Updated quarterly, the dashboard dives into volume trends, top private label brands, and consumer sentiment around store brands.
Latest Update: 2/18/2025
Private Label Sector & Channel Trends
Private label products accounted for nearly a quarter of unit volume (24%) across ten major product sectors in the past 12 months. General merchandise categories such as office, home & garden, and tools & home improvement had the largest private label share, while store brand grocery, health & beauty, and household products had the highest household penetration. Private label items made up the highest portion of sales at club, office, home improvement and mass retailers, compared to beauty and electronics stores, which saw 10% or less of unit volume coming from store brand products.
Top Private Label Retailers
Among 20 of the largest US retailers, Aldi and Trader Joe’s rely most heavily on private label products, with their owned-brands accounting for three-quarters of their overall sales volume. On the other end of the spectrum, private label brands only accounted for 2% of Amazon’s sales volume, significantly lower than any other major retailer.
- This analysis includes ten major product sectors: baby, electronics, grocery, health & beauty, home & garden, household, office, pet, tools & home improvement, and toys.
Top Private Label Brands
Walmart’s “Bettergoods” and Target’s “Dealworthy” brands—both launched earlier this year—are the fastest growing private label brands of the year, both amassing tens of millions in unit sales since their launch. Bettergoods has been purchased by 16% of U.S. households since its April launch and Dealworthy by 9% since February. Walmart brands dominated the list for largest private label brands, with over half of US households purchasing many of their brands in the past year.
What are shoppers saying about private label brands?
VALUE
59%
of consumers think private label brands offer an above-average value for their price
SAVINGS
41%
of consumers purchase private label items to save money
COMPARISONS
25%
of consumers think private label brands are just as good as name brands
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