Private label sales rose 3.9% in 2024 to record $271B

Sales of store brands increased $9 billion to a record $271 billion last year compared to 2023, according to PLMA’s latest Circana Unify+ data.

This represents a 3.9% rise in dollar sales in all outlets from Jan. 8 to Dec. 29, 2024, versus the same period in 2023.  Private label growth outpaced national brands, which grew 1% in dollar sales.

“Sales of store brands hit a record high last year,” said Peggy Davies, president of PLMA. “The quality, value and innovation that store brands provide can’t be beat.”

[Read more: How did store brands fare in 2023?]

Over the past four years, annual store brand dollar sales have increased by more than $51 billion, a 23.6% gain. In addition, since 2021, store brand unit sales rose 2.3%, while national brands fell 6.8%.

All 10 food and nonedible departments that Circana tracks showed store brand dollar growth over the year before. Refrigerated (+7.5%), General Food (+4.3%) and Beverages (+4%) had some of the highest growth. In unit sales growth, the top departments were Beverages (+3.5%), Pet Care (+3.5%) and Home Care (+3.3%).

More detailed insights and information, including top category sales and monthly trends, will be revealed in PLMA’s 2025 Private Label Report, which will be released in February.

[Read more: Placer.ai: Discount, dollar stores show strength at year end]