For years, private brands have been outgrowing their “generic” or “off brand” nicknames. Rather being viewed as cheap knockoffs, consumers have come to know private brands as the best way to save money while buying quality items. Additionally, private brand items have become a core way retailers differentiate themselves in a fiercely competitive grocery landscape. Let’s look at some key stats for private brand popularity worldwide:
- 95% of grocery shoppers purchase private brands at least occasionally – which is on par with the buying patterns of national brands.*
- Private brand dollar sales ending 3/23/25 increased 5.4% compared to 2.2% for national brands**
- Private brand unit sales increased 2.3% compared to a unit decline in national brand sales of 0.6%.*
- Private brand rose to new highs of 22.3% for dollar share and 23.9% for unit share.*
- Social media: The top social media platforms for seeing favorite store brands are YouTube (54%), Facebook (49%), Instagram (39%), and TikTok (36%).*
- DID YOU KNOW? Best Choice has social channels accessible at @bestchoicebrand on YouTube, Facebook, and Instagram
- Close to 50% of shoppers say they are very likely to continue purchasing private brands even if grocery prices fall, a finding similar to last year.*
- About 1/2 of grocery shoppers expect to continue buying private brands at least somewhat more in the future.*
- 70% of Millennials have been purchasing more private brands in the past year, compared to 56% of shoppers overall.*
*FMI Power of Private Brands 2025
** Circana Data
Did you know? You can get a customized list of the most important and highest selling AWG Brands items. Reach out to your Center Store Sales Execution teammate for more information.
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