“Private brands are competitive forces in CPG (consumer packaged goods) with more to come,” said marketing research and technology company Circana at the top of its February 2025 report, “From growth to transformation: A global private label perspective.” The report, which focuses on the EU6, U.S. and Australian private label markets, shows just how much ground white label has gained in the last several years as consumers look for ways to save money without compromising quality.
Private label overall has come a long way from its 1980s generic, low-price roots, evolving into consumer-focused, strategy-driven, unique and data-informed brands that are just as readily on the tips of consumer tongues as the established name brands, according to Circana. In 2024, store brands like bettergoods (Walmart), Amazon Saver (Amazon.com) and Field & Vine (Kroger) launched, capitalizing on the demands of consumers looking to lower their grocery bills without lowering their standards. The success of Trader Joe’s, which in 2024 boasted about 85% own-brand on its shelves, proves that private label has legs well beyond its origins.
