2026年自有品牌报告：美国零售格局中的明亮灯塔

STORE BRANDS: A BRIGHT BEACONIN U.S. RETAIL LANDSCAPE Satisfied consumer needsAchieved retailer goalsOutpaced national brandsSet record sales & shares Presented by the Private Label Manufacturers Association EXECUTIVE SUMMARY Store Brands: A Bright BeaconStore Brands: A Bright BeaconIn U.S. Retail Landscape Overview 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 thanholding their own at grocery checkouts across the country. 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 differentiationand performance; and, along the way, establishing new records for annualrevenue as well as dollar and unit sales and shares. 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 gainof only 1.2% for their national brand counterparts. Looking at unit sales, thehead to head difference was comparable. Store brands advanced by 0.6% whilenational brands declinedby -0.6%. 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 annualvolume. Store brand unit volume was up by 434.3 million to 68.7 billion, alsosetting a new record. National brands lost 1.43 billion units. 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 atAmerica’s retailers. Not coincidentally, it was a banner year for PLMA, as well,highlighted by the best-attended Chicago Trade Show ever and the well-receivedinauguration of Store Brands Month.” “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 announcingthe publication of PLMA’s 2026 Private Label Report, a compilation of theyear in store brand and national brand sales results and trends, includingin-depth looks at food and nonfood departments and select categories andsubcategories. 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 alsothe powerful impact of influencers and social media efforts that highlight such retailerexclusives,” Davies added. 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, uniqueflavor profiles, pickle-palooza, and innovative packaging.” 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,protein-rich foods and bone broth. That’s where consumers are headed, and retailersare responding.” “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 —and sometimes available for only a short stretch of time. Kirkland brand accounts for a third of Costco’s revenue Retailers are launching lines to defend and expand th