Circana LLC released twin reports on March 31, 2026 revealing that US private label CPG sales reached $330 billion — capturing a 24% unit share and 23% dollar share of the total market — with club channels (led by Costco) accounting for nearly half of all private brand growth and food & beverage leading the expansion. (Circana) Globally, EU private label unit share reached 50%, with Spain and France as leaders; the research found private labels have evolved from value-tier alternatives into strategic growth drivers built on wellness, sustainable sourcing, and premium positioning. (White Label Expo) Circana's global advisory noted that younger consumers — particularly Gen Z — are driving momentum, and that retailers are actively building distinct brand equity through product innovation and clean-ingredient portfolios.
Aurelane’s read
Private label is no longer the value-tier conversation it was a decade ago. At 24% unit share in the US and 50% in the EU, retailer brands are now a primary channel — and increasingly a premium one. For international CPG-food brands, this cuts two ways: shelf space for imported branded goods is harder to win, but private-label sourcing has become a credible route to scale, particularly for manufacturers who can deliver against retailer specifications at competitive cost.