NEW YORK, NY—U.S. sales of store brands increased slightly more than $9 billion to a record $282.8 billion in all outlets last year compared to 2024, according to PLMA’s just-released Circana Unify+™ data.

Store brand dollar sales increased nearly three times the rate of national brands, climbing 3.3 percent, compared with a gain of only 1.2 percent for their national brand counterparts for the 52 weeks ending December 28, 2025.

Store brand unit volume was up by 434.3 million to 68.7 billion, also setting a record. This represents a 0.6 percent rise, while national brands declined by -0.6 percent.

In store brand unit sales gains, the best performing department for 2025 was Pet Care, up 5.4 percent, followed by Liquor +4.4 percent; Beverages, +2.3 percent; Frozen, +0.9 percent; Refrigerated, + 0.7 percent and General Food, +0.2 percent.

In dollar sales, seven departments finished ahead of the prior year. The Refrigerated department expanded the most, gaining 6.1 percent in store brand revenue, followed by Beverages, +4.8 percent Pet Care, +3.7 percent Beauty, +2.8 percent Frozen, +2.4 percent General Food, +1.6 percent and General Merchandise, +0.9 percent.

Annual dollar sales of store brands increased $64.8 billion, or plus 30 percent over the past five years, and dollar share rose from 19.1 percent to 21.3 percent Annual unit sales of store brands advanced 2.7 billion, or plus 4 percent and unit share improved from 21.6 percent to a record 23.5 percent during the period.

Retailers and PLMA members can access this exclusive PLMA Circana Unify+™ data now; the full 2026 Private Label Report will be available on PLMA.com in a few weeks.