Store brand sales are growing as consumers look for ways to mitigate elevated food prices. Private label sales in the United States reached $330 billion in 2025, according to Circana. That shift has continued in 2026.
But there's a larger fight over shelf space that is reshaping packaged food stocks. On the surface, national brands still look healthy. Their dollar sales grew 2.2% in the first half of 2026. Store brand dollar sales were flat.
