Over the first two months of 2025, private label continued to dominate manufacturers’ brands by far outperforming their counterparts in both dollar and unit sales across all US outlets, per Circana Unify+. Private label dollar sales gained 5.6% and unit sales rose 1.7%, compared to manufacturers’ brands, which were up 1% in dollars and down -0.8% in units, as of 23 February 2025 vs the same period a year ago. As a result, private label market shares for 2025 moved up to 21.7% for dollars and 23.9% for units, both all-time highs that reflect private label's superior, multiyear performance at checkout. In every one of Circana's last 29 monthly reports to PLMA in the US, private label finished ahead of manufacturers’ brands when it came to changes in dollar and unit sales compared to the prior year.