Private label is no longer a fallback. It is now the first choice for many shoppers. In our latest study, 54% of consumers say they have increased their private-label purchases. Nearly half now buy mostly or only private label. Even modest tariff-driven price increases are pushing more consumers toward lower-cost alternatives. Most say they will not go back.
The shift cuts across income and age groups. Price now outweighs brand for two-thirds of shoppers. The biggest opportunities lie in food, household goods, personal care, small appliances, and beverages.
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