Private Label Is Eating Brand Loyalty. The Consumers Driving It Are Not Who Retailers Expected.
Private label now accounts for $330 billion in annual U.S. sales, with a 21% share of all grocery spending. Store brands are outpacing national CPG brands by 2 to 3 times in growth velocity. 62% of shoppers now choose price over brand when making purchase decisions, according to Ibotta’s 2026 State of Spend report, which…
