Shelf battle

Private label is no longer only retailers’ budget offering – it’s getting more attention and investment. US private label sales rose 4.1% year-over-year, driven not just by price sensitivity but by growing consumer confidence in quality and innovation. This compares to the top ten brands growing retail sales 1.7% and the top 100+ 2.4%. Today, 59% of consumers say they trust private label, and 72% see it as a strong alternative to brands. Yet, many brands remain resilient. With 62% of consumers defaulting to familiar names, emotional loyalty – rooted in trust, nostalgia and perceived efficacy – still gives branded products an edge, especially in health and beauty. In fact, consumers have double the emotional connection with brands than private label. Retailers are responding with tiered assortments, blending private label, with both budget and premium products, and brands.

Source: NielsenIQ, April 2025.