The first quarter of 2025 was a good one for private label in the US. As the products have over the past few years, they dominated national brands by outperforming their counterparts in dollar and unit sales across all US retail outlets, per Circana Unify+.
Private label dollar sales gained 5% and unit sales rose 0.9%, compared to national brands, which were up 0.8% in dollars and down 1.1% in units, during the quarter ending March 23, vs the same period a year ago.
Private label market shares came in at 21.5% for dollars and 23.7% for units, reflecting private label's superior, multiyear performance vs brands. In each of Circana's last 30 monthly reports to PLMA, private labels finished ahead of national brands when it came to results in dollar and unit sales compared to the prior year.