Private label’s evolution from a budget-minded alternative into a competitive category shows a shift towards innovation, quality and differentiation, with retailers expanding their assortments to include bold flavors and products that keep pace with consumer trends, from high-protein offerings to plant-based innovations, according to Spins.
Spins data shows private label capturing roughly 22% dollar share and posting 3.1% growth in the 52 weeks ending June 14, 2026. That growth is increasingly concentrated in premium wellness options, fresh proteins, refrigerated foods and innovation aimed at younger consumers.
High-income households now show the highest adoption rates, while Millennials and Gen Z, though only about 17% of households together, are contributing an outsized share of category growth, according to SPINS.
Premium wellness products are redefining private label
Premium private label products built around health and wellness benefits are one of the clearest growth drivers in the category, per Spins. Consumers are increasingly seeking products that align with specific dietary preferences and nutritional goals, and retailers are responding.
Higher-income consumers have some of the highest adoption rates because they view retailer brands as vehicles to deliver wellness, quality ingredients and nutrition benefits, rather than base their decision on value, according to Alex Overstreet, retail insight manager, Spins.
“This could be added protein or a no-sugar added offering that national brands are not currently solving for in the set,” Overstreet said.
Other attributes that were once differentiators are now table stakes for private label brands.
“Many are actively avoiding things like corn syrup, artificial sweeteners, sugar alcohols, and that means that clean labels are increasingly becoming a baseline expectation rather than a differentiator,” Norine Rudnicki, broker insights manager for Spins, said.
Meanwhile, protein demand continues to “surge across most categories,” Rudnicki added.
The premium opportunity also translates into growth for certain categories. In cream cheese, for example, “private label organic is having its moment,” with dollar growth accelerating to 89% over the last 12 weeks as shoppers trade up to premium retailer-brand options, Overstreet noted.
Fresh and refrigerated staples remain the biggest growth engine
The categories contributing most to this year-over-year growth are largely high-frequency staples, including cheese, milk, bottled water, eggs, fresh bread, household goods and frozen and refrigerated meat, according to Emily Munz, distributor insights manager for Spins.
Refrigerated proteins are the category’s largest opportunity, noted Kyle Youngs, retail insights manager, Spins. Refrigerated fresh beef accounted for nearly $1 billion in dollar growth, followed by seafood and chicken.
Refrigerated entrees were the top unit-growth category and represented half of category growth, with segments like sushi and handheld meals making up $237 million and $148 million in dollar growth, respectively – underscoring how consumers are choosing more private label products as convenient meal options, per SPINS.
‘Win younger shoppers if you want to win private label’
Younger consumers’ role in driving private label adoption is also notable, according to Spins.
“Millennials and Gen Z are punching well above their weight when it comes to private label growth,” Munz said. She argued that “this shows how important it is to win younger shoppers if you want to win private label.”
To do that, retailers need to move beyond traditional value messaging.
“Retailers should really think beyond the traditional value messaging when it comes to private label, and instead focus on those topics that we see resonating with younger shoppers. Things like innovation, convenience and premium experiences,” Munz said.
Other categories for private label
Spins identified several opportunities, particularly in categories such as energy drinks, yogurt and frozen pizza, where younger shoppers are highly engaged but private label penetration remains relatively low.
“The next wave of private label growth may not come from categories where private label is already strong. It may come from categories where young shoppers are already showing enthusiasm,” Rudnicki said.
Ultimately, private label’s success is increasingly tied to retailers’ ability to innovate around global flavors, functional nutrition and limited-time offerings.
“Private label is no longer a value play. It’s becoming a long-term growth driver,” Rudnicki added.
