According to a report sponsored by the Private Label Manufacturers Association by market research company Circana, dollar sales for private label products attained $282 billion in calendar 2025.  This was a 3.3 percent increase over the previous year and compares to the growth in national brands of 1.2 percent.

Unit sales of private label brands grew 0.6 percent. In contrast, national brand unit sales fell by an equivalent amount.  The segment with the highest dollar sales among private label products comprised refrigerated items with a 6.1 percent increase followed by beverages at 4.8 percent, frozen items that increased by 2.4 percent and general foods at 1.6 percent.

Peggy Davies, president of the Private Label Manufacturers Association noted a shift in consumer priorities primary based on cost and availability with an appreciation by consumers that private label products offer equivalent quality and health properties compared to national brands.

Notwithstanding the growth in private brands, Eggland’s Best continues to grow in both sales volume and maintains price in a fluctuating market for generic eggs. This is based on substantiated nutritional claims, with health implications and supported by a marketing program incorporating mainstream and social media.