U.S. private label food sales rose $9 billion to a total of $271 billion in 2024, reports the Private Label Manufacturers’ Association, a processors’ trade group. Interestingly, some of the biggest expansion in the category is coming from nontraditional food retailers like Walmart and Target, reports The Food Institute, a food news site.

Walmart recently introduced Bettergoods, a premium private label line offering plant-based alternatives and specialty items, for example, the Institute reports.

“Dollar General revealed plans to bolster its arsenal of more than 3,200 consumable private label products with roughly 100 new offerings under its Clover Valley brand. Additions include honey mustard, blue cheese, and Thousand Island salad dressings; apple cinnamon fruit and grain bars; and eight flavors of ice creams,” the Food Institute story also relates.

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