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: 4/27/2026
Private Label Sector & Channel Trends
Private label products accounted for a quarter of unit volume (26%) across ten major product sectors in the past 12 months. General merchandise categories such as office (42%), home & garden (35%), and tools & home improvement (30%) 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 office (38%), club (35%), home improvement (30%) and mass retailers (29%), compared to beauty and electronics stores, which saw less than 10% of unit volume coming from store brand products.
Private Label Share at Top Retailers
Among 20 major US retailers, Trader Joe’s and Aldi rely most heavily on private label products, with their owned-brands accounting for over three-quarters of their overall sales volume. On the other end of the spectrum, private label brands only accounted for 3% 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
Amazon Grocery led private label brand growth in the past year, gaining rapid traction in its first six months following an October 2025 launch. Whole Foods Market and 365 by Whole Foods Market also grew volume significantly in the past year, while six of Aldi’s store brands made the fastest-growing private labels list: Nature’s Nectar, Summit, Priano, Earthly Grains, Happy Harvest, and Appleton Farms. Walmart brands led the way for the largest private label brands, with approximately three-quarters of US households purchasing Great Value (87%), Equate (76%), Mainstays (72%), Marketside (72%), or Freshness Guaranteed (70%) in the past year.
- This analysis includes ten major product sectors: baby, electronics, grocery, health & beauty, home & garden, household, office, pet, tools & home improvement, and toys.
What are shoppers saying about private label brands?
VALUE
61%
of consumers think private label brands offer an above-average value for their price
SAVINGS
39%
of consumers purchase private label items to save money
COMPARISONS
20%
of consumers think private label brands are just as good as name brands
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