Packaged goods private brand sales saw record growth last year, jumping 11.3% to a whopping $228.6 billion in the U.S. for the 52 weeks ending January 1, 2023, versus the prior year. Retailer-owned Brands grew at nearly twice the rate of national brands, which were up 6.1% in dollar sales, according to IRI Unify sales data. The findings were published in the Private Label Manufacturers Association’s 2023 Private Label Report.
The dollar share increased to 18.9%, up from 18.2% in 2021. Unit share grew to 20.5%, from 19.9%.
Private brands also outperformed national brands when it came to unit sales in 2022. The products were off slightly by 1% compared to national brands which decreased 4.1%, producing an overall industry decline of 4%.
While private brand unit sales slipped by 1% in 2022, they outperformed national brand unit sales, which dropped -4.1%.
Private brand growth in 2022 was distributed across the store. Looking at the 17 individual food and nonfood IRI Unify departments for the trailing 52 weeks January 1, 2023, store brand dollar sales increased in 16 of them, including double-digit increases in nine: Beverages (the leader at plus 19.1%), Deli Prepared, Refrigerated, Liquor, General Food, Floral, Bakery, Produce, and Deli Meat. Only in the small ($67m in sales) Tobacco department was store brand sales off, down 10.9%.