Numerator’s recently released Private Label Perceptions, an analysis of the U.S. private label market, found that private label sales have been outpacing those of national brands. “In 2020, private label sales grew 29% (vs. 15.4% for national brands). In 2022, private label sales grew by 6.9% (vs. 3.6%), and in 2024, private label sales grew by 2.3% (vs. 4.5%),” Numerator said.

Household penetration was highest for the grocery sector at 99.9%.

Prices likely have an impact on the growth, according to Numerator. On average, consumers are reportedly paying over $2 more for a nationally branded product than for a private label product, and the price gap between private label and national brands has grown by 38% since 2019. Consumers said budget-friendly (65% of respondents), reliable (33%), generic or basic (31%), trustworthy (24%) and family-friendly (23%) were the words or phrases that came to mind when thinking about private label brands.

At the same time, consumers cite limited variety or availability in private label options as reasons they don’t spend more on private label products, and 67% of grocery customers noted that they trust CPG companies more than general merchandise private label products.

Numerator also reported that one in four (27%) private label shoppers were unaware they purchased a store brand.

Last month, BP launched its private label brand, “Epic Goods” with over 50 products that will be sold exclusively at BP’s U.S. convenience retail brands: ampm, Thorntons and TravelCenters of America.

In January, NACS Daily reported that sales of private label store brands hit a record $271 billion in 2024, increasing $9 billion from 2023. Private label growth outpaced national brands in 2024, which grew 1% in dollar sales.