What it is
The Private Label Manufacturers Association, whose members make own-brand products, using Circana sales data. The association has an interest in the category’s growth story.
The association’s annual release uses Circana’s tracked sales across supermarkets, drugstores and mass merchants for the 52 weeks ending 28 December 2025. Store-brand dollars grew 3.3% against 1.2% for national brands, adding slightly more than 9 billion dollars in the year.
The universe is Circana’s “all outlets” measure, which is wider than food at home and narrower than total retail, so the shares are not directly comparable with the USDA food dollar or with any one retailer’s own-brand share.
What the commerce leader should take from it
- Own brands gain share every year in this series, in dollars and faster in units. The shopper trades down within the store before trading the store away.
- A unit share above the dollar share means store brands are cheaper per unit; the price gap is the reason they sell.
- The figure is an all-outlet average. Kroger’s own brands alone sold over 39 billion dollars in its fiscal 2025, which is the resource on its alternative profit and Our Brands.
Where to start
Read with finding 1.4. The member price and the weekly ad decide where the shopper sees a store brand priced against a national brand; when the online price does not follow the shelf, the own-brand advantage is invisible to the household that shops online.
Keep in mind
Trade association research from a party with an interest in own-brand growth, over a tracked universe that is not the same as food at home.
Where the report uses it
Read during the report design; not cited in a finding or a perspective yet.