U.S. consumers' store brand product purchase behavior 2012-2020

A survey investigated the purchasing behavior regarding private label products among U.S. consumers in 2012, 2017, and 2020. The percentage of consumers who purchased this category of products but were likely to switch back to name brands declined dramatically from 49 percent in 2012 to 13 percent in 2020.

Attitude towards private-labeled products changes due to Covid-19

The coronavirus outbreak and pandemic changed the attitude of consumers towards private-labeled products. According to a survey, 46 percent of respondents believed that there had been a positive shift of opinion in favor of private labeled products, while 49 percent saw no change.

The rise of private label products

Overall, 2020 saw a general increase in the sales value of private-label products in the United States, especially in sectors like consumer goods (11.4 percent) and food and drinks (12.3 percent). This trend slowed down in the 13 weeks before September 2020 but managed to keep the number positive. If considering the 52 weeks ending September 2020, the private label accounted for 17 percent of retail sales value generated by consumer goods in the United States.