Private Label Continues to Grow as Consumer Perception, Demands Change

Private-label brands have transitioned from a budget-driven alternative to a core pillar of growth and loyalty in the food and beverage industry. In this episode, Circana’s Sally Lyons Wyatt unpacks data showing how store brands continue to gain ground in the marketplace, even as inflation pressures ease. The conversation also explores how evolving shopping behaviors — especially the rise of e-commerce and AI-driven purchasing — are reshaping the competitive landscape. As digital agents prioritize price, availability and functional equivalence over brand equity, private label stands to benefit, particularly within retailer-controlled ecosystems.