ARLINGTON, Va. — Store brands continue to gain consumer loyalty, with 92% of U.S. grocery shoppers reporting they have private label products at home, according to new research from FMI – The Food Industry Association.
FMI’s Power of Private Brands 2026: Consumer Trends – From Stores to Homes report found that private brand dollar sales increased 2.8% year over year, outpacing national brand growth. Nearly half of shoppers said they increased their store brand purchases over the past year, and 94% said they would continue buying private label products even if grocery prices fell.
The study found that shoppers are increasingly drawn to store brands for reasons beyond value. Among consumers buying more private label products, 37% cited taste, while 39% cited quality. Health is also emerging as a key driver, with 78% of shoppers seeking health-related attributes reporting they can find suitable store-brand options.
Younger consumers are helping to drive growth, with 59% of Gen Z shoppers and 52% of Millennials reporting increased private-brand purchases over the past year.
The research is based on a survey of 1,495 U.S. grocery shoppers and includes market insights from Circana.
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