Consumers switch from national to private label brands in the U.S. 2022, by category

Consumers switching from national brands to regularly buying private label brands in the United States as of January 2022, by product category

CharacteristicShare of respondents
Pantry items (pasta, canned goods, snacks, etc.) 30.3%
Household cleaning supplies 20.3%
Over-the-counter medicine 19.8%
Personal care (soap, shampoo, body cream, etc.) 18.8%
Apparel (jeans, T-shirts, underwear, socks, etc.) 15.1%
Meat and poultry 13.1%
Beauty products (makeup, face cream, fragrances, etc.) 8.5%
Pet food and supplies 7.6%
Footwear (slippers, boots, running shoes, etc.) 7.3%
Home furnishings (bath towels, decorative pillows, duvets, etc.) 6%
Electronics and accessories (TV, batteries, ear pods, etc.) 4.8%
Accessories (handbags, backpacks, belts, wallets, etc.) 4.4%
Have always purchased private label brands 28.6%
Created with Highcharts 7.2.2Share of respondents30.3%30.3%20.3%20.3%19.8%19.8%18.8%18.8%15.1%15.1%13.1%13.1%8.5%8.5%7.6%7.6%7.3%7.3%6%6%4.8%4.8%4.4%4.4%28.6%28.6%12.5%12.5%0.2%0.2%Pantry items (pasta, canned goods, snacks, etc.)Household cleaning suppliesOver-the-counter medicinePersonal care (soap, shampoo, body cream, etc.)Apparel (jeans, T-shirts, underwear, socks, etc.)Meat and poultryBeauty products (makeup, face cream, fragrances, etc.)Pet food and suppliesFootwear (slippers, boots, running shoes, etc.)Home furnishings (bath towels, decorative pillows, duvets, etc.)Electronics and accessories (TV, batteries, ear pods, etc.)Accessories (handbags, backpacks, belts, wallets, etc.)Have always purchased private label brandsTried private label once, but did not switchOther
0%10%20%30%2.5%5%7.5%12.5%15%17.5%22.5%25%27.5%32.5%35%
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Release date

March 2022

Region

United States

Survey time period

January 3 to 11, 2022

Number of respondents

969 respondents

Age group

18 years and older

Special properties

Switched in the past 6 months

Method of interview

Online survey

Supplementary notes

Multiple answers were possible

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Statistics on " Private label market in the U.S. "

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Consumer trends

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