Hardware Retailing The Industry's Source for Insights and Information
U.S. sales of store brands increased by around $9 billion to a record $282.9 billion in all outlets in 2025 compared to the year prior, according to the Private Label Manufacturers Association’s (PLMA) Circana Unify+ data.
Store brand dollar sales increased around three times the rate of national brands, growing to 3.3%. Store brand unit volume was up by 434.4 million to 68.7 billion, setting a new record. This represents a 0.6% rise while national brands declined by -0.6%.
The best performing department for in-store brand unit sales was pet care (up 5.4%), followed by liquor (up 4.4%), beverages (up 2.3%), frozen (up 0.9%), refrigerated (up 0.7%) and general food (up 0.2%).
In dollar sales, the refrigerated department expanded the most, gaining 6.1% in store brand revenue, followed by beverages (up 4.8%), pet care (up 3.7%) and general merchandise (up 0.9%).
Annual dollar sales of store brands increased $64.8 billion dollars over the past five years and dollar shares rose from 19.1% to 21.3%. Annual unit sales of store brands advanced 2.7 billion and unit share increased from 21.6% to 23.5% during the period.
