Store Brands Are Now Nearly Universal. Here's What the Data Says Comes Next
Updated: 1 hour ago
By PDG Insights | Free Topline Download from the 2026 Store Brands Pulse Report
Store brands used to be the budget alternative. In 2026, they are the default.
PDG Insights' new 2026 Store Brands Consumer Pulse found that 93% of U.S. shoppers bought store brands in at least one department in the past three months. Among Hispanic consumers, that number climbs to 97%. Among Black/African American consumers, it is 94%.
When nearly every shopper is already buying your product, the question changes. It is no longer "how do we get people to try store brands?" It becomes "how do we win more of their baskets, and make them choose our store to do it?"
That is exactly what our new report answers, and you can see a sample of it today, free.
Download the free Store Brands Pulse topline
The headline: adoption is high, and intent is rising fast
Three numbers from the topline tell the story:
93% bought store brands in the past three months.
43% say they are buying more store brands than they did last year.
32% plan to replace some national brands with store brands. That is up 11 points from 21% a year ago.
For retailers and the CPG brands that compete with them, that jump in replacement intent is the number to watch. Shoppers are not just tolerating store brands. A growing share plan to trade national brands out of their carts.
Value opens the door, but quality proof closes the sale
Price still matters. 42% of shoppers cite good value as a reason to buy store brands, and 43% say lower prices would encourage them to buy more.
But price is only part of the picture. 32% say proof of equal or better quality would encourage them to buy more. That gives retailers a second lever beyond discounting: product demos, side-by-side quality comparisons, and clear on-shelf messaging that shows shoppers what they are getting.
Store brands can decide where people shop
Here is a finding every retail strategist should sit with. 81% of shoppers say unique store brands influence their choice of retailer at least somewhat, and 37% say they influence it significantly.
Discovery is happening in the aisle, too. 42% find new store brands through shelf packaging and 41% through in-store signage. Meanwhile, 53% rate regular innovation as very or extremely important.
In other words, your private label is not just a margin play. It is a reason to walk through your doors.
No two shoppers have the same store brands story
One of the most useful parts of the Pulse study is how sharply behavior differs by age:
35 to 44: The Adopters. 54% prefer store brands, 60% are buying more than last year, and 48% plan to replace national brands. 60% of this group say unique store brands significantly influence where they shop, versus just 18% of shoppers 65 and older.
65+: The Value Seekers. 69% buy store brands for good value, and 50% discover new ones through shelf packaging.
18 to 24: The Social Discoverers. 44% discover new store brands on social media, compared with only 6% of shoppers 65 and older. 31% want more culturally relevant products.
A one-size-fits-all private label strategy leaves money on the table. The topline shows you where to start.
Inside the topline: a full retailer profile of BJ's
The free topline includes a complete four-slide shopper profile of BJ's Wholesale Club. It shows how BJ's shoppers differ from the total U.S. population on attitudes, purchase drivers, discovery channels and categories purchased. A few highlights:
66% of BJ's shoppers say unique store brands significantly influence their retailer choice, versus 37% of all shoppers (+29 points).
77% say innovation matters, versus 53% overall (+24 points).
Their top purchase driver is better-than-expected quality (43% versus 30%).
Baby Care indexes at 245: 34% of BJ's shoppers buy store brands there, versus 14% overall.
Beer, Wine & Spirits indexes at 198.
Each profile ends with a suggested action, such as testing quality comparisons and product demonstrations, so you leave with next steps, not just numbers.
What's in the topline (and what's in the full report)
The free topline gives you:
Key executive summary findings and business implications
Store brands penetration across Gen Pop, Hispanic and Black/AA consumers
Age-based consumer insights
The complete BJ's retailer shopper profile
The full Store Brands Pulse Report goes much deeper. It adds:
Market size, growth and opportunity
The full consumer perspective, with 2026 trends and new insights
Consumer profiles by age, income, households with kids and region
20+ retailer shopper profiles, including H-E-B, Walmart, Wegmans and more, covering attitudes, purchase drivers, discovery and categories purchased
The full report is $999.
Why PDG Insights
PDG partners with consumer brands and retailers who want to create exceptional products and experiences. We pair insight with action, giving you not only what shoppers think but what to do about it, and we bring deep expertise in the powerful U.S. Latino segment and other diverse consumer groups. That focus is built into this study, which surveys Hispanic and Black/African American shoppers alongside the general population.
Get the free topline
See the data, meet your shopper and preview the full report before you decide.
Ready for the full picture? Purchase the Store Brand Consumer Report here and be prepared for every retailer meeting year-around. You can also contact Diana Leza Sheehan at diana@pdginsights.com with questions about licensing.
Source: PDG Insights 2026 US Diverse Consumer Pulse Study, September/October 2026. Gen Pop n=506; Hispanic (Net) n=629; Black/AA n=249. BJ's shopper n=61.
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