The US private label food and drink market has grown significantly from 2019 to 2024, with its share of total sales rising to nearly 22%.
Growth is strongest in food categories, especially refrigerated and shelf-stable items, while private label drinks, notably dairy milk, face more competition. The Private Label Food Market along with the Private label Beverage market are forecasted to reach over $150 billion in 2025 and nearly $190 billion in the near future, driven by consumer demand for value amid economic uncertainty and improved perceptions of private label quality. Private labels are evolving from cost-saving options to key differentiators that strengthen retailer loyalty and compete with national brands.
Consumers are increasingly embracing private label food and drink products, with nearly 40% purchasing them more frequently than a year ago. While price remains a key driver—especially amid ongoing financial pressures—shoppers also cite improved quality, wider selection, and innovative offerings as important reasons for choosing store brands. Younger consumers are particularly open to private labels that align with their values around health, convenience, sustainability, and cuisine exploration, moving beyond the traditional perception of store brands as just budget options. Additionally, many shoppers, including name-brand loyalists, are open to trying private label food and drink market products, suggesting strong potential for retailers to convert habitual buyers through targeted promotions and quality improvements.
Purchasing the US Private Label Food and Drink Market Report 2025 offers key insights into consumer behavior, purchase drivers, and trends in the private label sector. It highlights opportunities in quality, innovation, and sustainability, helping retailers differentiate their brands and meet evolving consumer demands.
This comprehensive Private Label Food and Drink Market Report provides detailed insights into the US private label food and beverage market, covering sales performance, consumer attitudes, purchase drivers, and market dynamics including the impact of economic factors and tariffs. It examines trends across key product segments such as refrigerated, shelf-stable, and frozen foods, as well as beverages, and explores consumer preferences by age, financial status, and shopping channel. The research draws on extensive consumer surveys and sales data to reveal opportunities in quality improvement, innovation, and sustainability. Retailers, brand managers, product developers, and marketers will benefit from this report by gaining a deeper understanding of market growth drivers, competitive positioning, and strategies to effectively engage today’s value-conscious and trend-driven shoppers.
This report was written by John Owen. John provides in-depth analysis and insight across a variety of categories, including household and home care, health and wellness, food and beverages, and consumer lifestyles. He brings extensive experience in advertising and shopper marketing, most of it with Saatchi & Saatchi.
Continued financial uncertainty sets the stage for private label growth, but the opportunity extends far beyond savings alone.
John Owen
Associate Director – Food and Retail
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