(Monthly) National Store Brands Month

Celebrated on 01/01/2026

Quick Fact

National Store Brands Month was established to highlight the quality and value of store-brand products, which now account for over 20% of total retail sales in the U.S. and are often produced by the same manufacturers as national brands. In fact, store brands can save shoppers an average of 20-30% without sacrificing taste or quality.

Origins and Establishment of (Monthly) National Store Brands Month

National Store Brands Month was first observed in January 2013, spearheaded by the Private Label Manufacturers Association (PLMA) to promote awareness and appreciation of store-brand products. The initiative aimed to educate consumers about the value, quality, and innovation behind private label goods, which had been gaining market share but still faced misconceptions about being inferior to national brands. The PLMA chose January to coincide with post-holiday budget-conscious shopping, encouraging consumers to try store brands as a way to save money.

Evolution and Modern Commemoration

Since its inception, National Store Brands Month has grown in scope and participation. Retailers and manufacturers now run special promotions, in-store tastings, and social media campaigns throughout January. The PLMA provides resources such as fact sheets, sample press releases, and digital assets to help participants spread the word. The event has also expanded globally, with similar observances in Canada, Europe, and Australia. Today, it is celebrated with hashtags like #StoreBrandsMonth and #TryStoreBrands, and many retailers highlight their private label products with dedicated displays and discounts.

Facts & General Observations

• Store brands now account for approximately 23% of total U.S. retail sales, with some categories like frozen vegetables and dairy reaching over 40% market share.
• A 2023 survey by the PLMA found that 83% of consumers say store brand quality is equal to or better than national brands.
• The global private label market is projected to reach $1.2 trillion by 2026, driven by increased consumer demand for value and quality.

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