Price gap between Brands and Private Labels quite stable over time

Highest gap in Personal Care, lowest in Food

Overall, National Brands about 80% more expensive

The price distance between National Brands and Private Labels has changed little for the average category between 2014 and 2024. After an increase in the price gap between 2014 and 2021, Private Labels have increased prices relatively more between 2021 and 2023 (reducing this gap), but less than National Brands from 2023 to 2024. The #1 brand in a category on average is 70% more expensive than the category’s Private Label, so slightly cheaper than the category’s branded offering overall.

In Food, National Brands only 50% more expensive

The price distance by category group has seen more change between 2014 and 2024: while National Brands over ten years have become slightly more expensive relative to Private Label in the average category, this price gap has grown most in the average Personal Care and Petfood category where National Brands are more than twice as expensive as Private Labels.

One third of value, but approaching 50% of volume

This price distance results in quite different market shares for Private Labels depending on whether volume or value share is reported. While value share has increased by 6% in the average category over ten years, volume share has increased by 7% and now stands at 45%.