Private Label Brands: Trust & Market Share Growth in 2026

In 2025, store brand sales in the U.S. reached a record $282.8 billion, capturing 21.3% of the total grocery dollar share, according to Snipp. This milestone confirms a robust consumer shift towards private label brands, which also hold a 23.5% unit share across U.S. grocery. The significant growth in private label consumer trust, a key factor for market share in 2026, signals a deeper change in purchasing habits.

While private label growth is often attributed to economic downturns and price sensitivity, its sustained expansion increasingly stems from evolving consumer perceptions of quality and cultivated retailer loyalty, even as price sensitivity slightly wanes. This dynamic challenges the traditional view of private labels as merely budget alternatives.

Retailers are poised to further consolidate market power through their private labels, while national brands face an imperative to innovate and differentiate beyond traditional marketing to retain market share.

Market Share Expansion and Consumer Adoption

Nearly half — of shoppers reported increasing their private brand purchases over the past year, compared to 31% who increased national brand purchases, according to Mass Market Retailers.
50% — unit share has been achieved by private label across France, Germany, Italy, the Netherlands, Spain, and the United Kingdom, as reported by Produce Business.
40% — of U.S. grocery shoppers actively switched from national brands to cheaper store brands in a March 2026 survey of 1,000 consumers, according to Snipp.

These figures confirm private labels are not just gaining ground; they actively outcompete national brands in growth and market penetration across major economies, directly influencing consumer switching behavior. The consistent increase in private label adoption, both in the US and globally, signals a lasting shift in consumer preference, not a temporary trend. This implies a fundamental re-evaluation of brand loyalty, where the retailer's brand now holds significant sway over traditional national offerings.

Metric	2025	2026	Change
Shoppers prioritizing price	66%	49%	-17 percentage points
Shoppers prioritizing quality	N/A	31%	N/A
Retailer private brand assortment importance	N/A	56%	N/A

New data challenges the perception of private labels as solely a budget-conscious choice. Compared to 2025, 44% of higher-income US shoppers (earning $5,000 or more per month) are buying more private label products, according to Simon-Kucher. This significantly outpaces the 34% of lower-income US shoppers increasing their private label purchases. This counterintuitive finding points to factors beyond mere cost savings, such as perceived quality, innovation, or convenience, driving private label appeal across the economic spectrum. The consistent adoption across income levels, particularly the significant increase among higher-income shoppers, signals a fundamental change in consumer perception and trust. Private brands are now a mainstream choice, reinforced by 42% of US shoppers predominantly or almost exclusively buying them—a figure unchanged from last year. This implies that private labels are no longer a fallback option but a preferred choice, even for affluent consumers, demanding a re-evaluation of market segmentation strategies.

Private Label Brands Gain Consumer Trust and Market Share in 2026

Market Share Expansion and Consumer Adoption

Tags

Evolving Drivers: Quality, Trust, and Retailer Loyalty

Private Labels: A Mainstream Choice Across Income Brackets

Strategic Implications for Brands and Retailers

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