Private label market in the U.S. - statistics & facts
More than one in five consumer goods products in the United States is a private label. Over the past six years, private brands of U.S. consumer goods have witnessed a constant growth in market share, going from 18 percent in 2019 to close to 21 percent by 2024. These products, typically manufactured or supplied by third-party companies and sold under the brand name of the purchasing company, offer a cost-effective alternative to regional, national, or international brands as they incur lower marketing expenses. Particularly during times of economic hardship, such as the current inflationary period, shoppers have come to view private label goods as an affordable choice without compromising on quality, fueling their evident growth.
