The Summer 2026 Daymon Private Brand Intelligence Report highlights that Private Brands remain a critical driver of retail growth and differentiation, but performance is uneven and increasingly tied to execution. Consumer adoption of Private Brands is now nearly universal among U.S. shoppers, with 95% purchasing Private Brand products and 71% choosing certain retailers based on their Private Brand offerings. This reinforces the growing role of Private Brands in driving store choice and customer loyalty. At the same time, ongoing economic pressure continues to influence shopping behaviour. With 59% of consumers reporting financial strain and prioritising price over brand, retailers must deliver compelling value propositions and transparent pricing strategies to remain competitive.Â
Beyond value, the report highlights the rise of “everyday wellness” as a key purchase driver, now ranking alongside price and taste in importance. The shift reflects a growing focus on health-conscious consumption: 85% of U.S. consumers actively make shopping decisions to support healthier lifestyles, while 87% look to food and beverages for additional health benefits. As interest in functional nutrition grows, trends such as GLP-1 adoption are accelerating demand for wellness-focused products. In response, Private Brands are expanding health and wellness attributes across broader product portfolios rather than limiting them to specialised or niche ranges.
The report also highlights a more complex operating environment for retailers. Regulatory requirements, including ingredient restrictions and Extended Producer Responsibility (EPR) legislation, are increasing accountability across the industry. As a result, proactive compliance is becoming both a risk-management necessity and a potential competitive advantage. At the same time, growth within the U.S. grocery market remains highly concentrated, with nearly 60% of Private Brand gains generated by just three retailers. Market leaders are strengthening their positions through clear pricing strategies, such as Everyday Low Price (EDLP) models, effective merchandising, and strong digital execution, a channel increasingly with 72% of consumers purchasing groceries online.
