CPG公司如何管理其溢价策略的成本？

STORE BRANDS: A BRIGHT BEACONIN U.S. RETAIL LANDSCAPE uSatisfied consumer needsuAchieved retailer goalsuOutpaced national brandsuSet record sales & shares Store Brands: A Bright BeaconStore Brands: A Bright BeaconIn U.S. Retail Landscape In an economically challenging year as belt-tightening Americanconsumers carefully weighed the purchase of food and nonfoodproducts in all CPG categories, store brands stood out, more than True to its form of the past several years, store brands in 2025 continued toserve as a bright beacon in the overall U.S. retailing landscape — satisfyingconsumer needs with high quality, value-driven product solutions; achieving, andin many cases exceeding, retailer goals for enhanced marketplace differentiation Store brand dollar sales in the year increased nearly three times the rate ofnational brands as the products surged ahead by 3.3% compared to a gain In all outlets, total store brand revenue for 2025 surpassed a quarter trilliondollars for the second year in a row, coming in at $282.8 billion, an increase ofslightly more than $9 billion over 2024 and establishing an all-time high in annual It’s worth noting that, punching well above their weight, store brands accountedfor 47% of all 2025 dollar sales gains in U.S. retailing — that’s about $9 billion ofthe industry’s $19.4 billion overall growth. One of every four food and non-food grocery products purchased throughout theU.S. during the year carried the store’s name or one of its brands. “From the perspective of sales and shares, 2025 was U.S. store brands’ mostsuccessful year ever,” declared PLMA’s President, Peggy Davies. “But it was alsoa year of achievement across the board, including the growing recognition ofthe strategic importance of store brands by the trade and consumer media, theinvestor and consultant community and, most importantly, by the C-suite at “Retailers today are brand builders” “Store brands have moved from just another item on the shelf to wholelines competing head to head with national brands and even setting thepace in some food and nonfood categories and subcategories. Retailerstoday are brand builders,” said Peggy Davies, PLMA President, in announcing The Report,“Store Brands: A Bright Beacon In U.S. Retail Landscape,”is available onplma.com in The Industry section. PLMA members and retailers can access the latestsales figures anytime by signing in to Circana’s Unify+ portal at members.plma.com. “There is trend-forward innovation happening in areas such as plant-based, wellness,sustainability and global flavors and ingredients, for example, and retailers are workinghard to create unique products that are presented as exclusive to them. There is also Bold flavors, inventive packaging and trending health-and-wellness products were frontand center at PLMA’s 2025 Private Label Trade Show, reported Emily Crowe,ProgressiveGrocer. She cited as leading trends, “a push for protein, earth-friendly snacking, unique One flavor trend stood out to PLMA’s Davies at the Show. “Hot honey is showing upacross multiple categories such as chips, condiments, sauces, beef sticks, even cheese.Beyond flavor and formulation, better-for-you products dominate in the majorityof food and beverage categories. We’re seeing kombuchas, cold-pressed juices, “Many grocers are going niche with their private labels,” agreedGrocery Dive.“After working for years to develop broad lines of goods carrying their own names,grocers have been introducing products centered around highly specific themes — Kirkland brand accounts for a third of Costco’s revenue Retailers are launching lines to defend and expand their private label reach, accordingto Circana. Key new initiatives include Kroger’s Smart Way and Mercado, Walmart’sbettergoods, Target’s Deal Worthy and Figmint, Amazon’s Saver and CVS’ Well Market. “Walmart’s bettergoods premium food line is explicitly using bright, well-designedpackaging to appeal to the visually discerning shopper. This design intentionality signalshigher quality ingredients, such as plant-based and organic, and lifestyle alignment,which are critical purchase drivers for high-income families,” saidInsight Trends World, “Warehouse clubs, which long lured members with supersized packages of food soldat lower per-unit prices are leaning more heavily on private label brands to undercutcompetitors and reinforce their value proposition,” reportedThe Wall Street Journal.Costco’s Kirkland Signature brand is a linchpin of the retailer’s success, accounting for “Store brands’ boom is financially driven by high-earning, over $100,000 households,82% of whom are increasing their private label purchases, outpacing lower-incomegroups,” related Alvarez & Marsal Global. “The fact they are driving this increaseindicates private label growth is a permanent market shift, not merely a temporary “The next step in the evolution of private label is proprietary products,” offeredGreg Sleter,Store Brandsmagazine. “Today’s high