Private label sales grew by 4.1% in value during 2025, compared with 2.7% growth for manufacturer brands. Nearly half (47%) of shoppers globally say price is no longer the primary reason they buy private label products, while 52% now believe private label quality is equal to brands. In the US, private label sales reached a record US$282.8bn in 2025 and grew nearly three times faster than national brands, highlighting the strength of the trend beyond Europe. Retailers are building brands, not just own-label rangesIGD says the strongest private label programmes are increasingly being managed like brands. Health and wellness emerge as the next growth frontierLooking ahead, IGD identifies health and wellness as one of the biggest opportunities for future private label growth.