Sales of private label store brands hit a record $271 billion last year, increasing $9 billion from 2023, according to the Private Label Manufacturers Association’s (PLMA) latest Circana Unify+ data.

PLMA said that represents a 3.9% rise in dollar sales in all outlets from January 8 to December 29, 2024, versus the same period in 2023. Private label growth outpaced national brands, which grew 1% in dollar sales.

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

According to the association, 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%).

PLMA said it will release more detailed insights and information, including top category sales and monthly trends, in February.

Consumer demand is driving private label growth as shoppers are seeking value without compromising on quality, said Varish Goyal, CEO of Loop Neighborhood Market, in a statement to NACS.

In September, Loop Neighborhood Market unveiled Delish Candy and Snacks, its own private label brand. The line includes snacks such as gummy bears, peach rings and chili lime peanuts.

“Delish by Loop Candy and Snack line features 16 of the most popular bagged treats, offering a delicious mix of sweet and savory options. It includes classic favorites like fruity gummies, flavorful nuts and energizing trail mixes. Whether you're craving something sugary or a satisfying snack, this diverse assortment has something for everyone,” said Goyal.

“With inflation and economic pressures, shoppers are seeking those affordable, high-quality alternatives. Private label is the solution and is more prevalent in retailers’ offerings,” he continued.