Keep a pulse on private label performance.

Numerator's Private Label dashboard provides a pulse on private label manufacturers across channels, consumer groups and categories. Updated every three months, gain an omnichannel perspective on how private label brands and retailers are evolving through Numerator's single-source, first-party data. 

Now with new views and methodology to allow for continued tracking of private label!

Latest Update: 8/31/2022

Private label is growing with grocery & household products and low-income shoppers.

In the latest three months ending August 2022, total CPG private label dollar share is flat compared to last year. However, grocery and household private label manufacturers are seeing upward trends in share driven by low-income households.

Health & beauty and pet private label brands are down across all incomes, while baby private label brands is down due to middle and high-income households.


Low-income households are seeking affordability.

Although having a poorer perception of private label, the rise of private label with low-income shoppers is likely driven by an increased need for absolute price savings. Nearly 1 in 3 (32.6%) low-income shoppers say price is more important than brand name–up +4 percentage points compared to August 2021.

Although low-income is switching to private label, they could back once inflation slows as they are the least likely of any income group to say they are willing to purchase private label to save money.

Paper products & select food categories are growing private label share.

Within tracked categories, canned vegetables and cheese are trending up in private label share. Paper products and baby food have also seen gains in share. Most pet categories are down in private label share but is tracking up in July and August.

Health & beauty has not seen major upticks in private label share. Private label cosmetics & skin care and private label supplements have trended downwards for the latest three months ending August 2022.

Private label share holders are winning.

Of the top 10 CPG private label retailers, nine are growing their share in CPG private label across total omnichannel in the latest 3 months. Walmart and Costco (making up 38% of private label dollars) continue to grow share, while Kroger is driven by weaker in-store and online performance.

Amazon private label, within CPG, saw growth due to Prime Day 2022 in July. Private label performance within ecommerce is mixed across top retailers, but Sam's Club, HEB and Albertsons all saw strong share growth in the latest update.

Aldi and Amazon Basics post strong penetration gains.

Aligning with retail share, Aldi and Amazon have seen an influx of shoppers showing penetration gains of 2 percentage points vs year ago. Walmart's continued success in owning the private label space is driven by growth in their Great Value brand (already capturing 3 in 4 US shoppers) along with Sam's Club Member's Mark.

Although not a large share owner in the CPG private label space, Kwik Trip's private label offerings are three of the top 15 fastest growing private label brands in the latest three months ending August 2022.


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