Propelled by data-driven insights and innovation, private label products hold the potential to differentiate through surprise and delight while building customer loyalty and competitive advantage.

Several years ago, private label and store brands received an unexpected bump. While these products have always held important real estate on grocery store shelves, supply chain shortages prompted more consumers to experiment with things they might not have previously considered. Since the pandemic, nearly 40% of US consumers have tried new products or brands, according to McKinsey & Co. Consulting, New York.

In 2020, private label products saw unprecedented double-digit dollar gains of 19.5%, according to the Private Label Manufacturers Association (PLMA), New York. By the end of 2022, PLMA calculated annual store brand sales increased 40% over a five-year period. These double-digit gains continued through the first quarter of 2023, according to Circana, formerly IRI and NPD, Chicago.