Store brands like Kirkland are winning the war for consumers’ wallets, squeezing out national brands - MarketWatch

Store brands like Kirkland are winning the war for consumers’ wallets, squeezing out national brands - MarketWatch **Store brands like Kirkland are winning the war for consumers’ wallets, squeezing out national brands** From razors to pet food, private label keeps eating retail. For many consumer packaged-goods companies, there’s no point fighting it. Key Points \- U.S. private-label brands generated around $245 billion in sales last year, up from $184.1 billion in 2020, according to data from Circana. \- The rise of store brands has shifted the balance of power to retailers, forcing national consumer-goods makers to either compete or manufacture for them. \- Morgan Stanley analyst Simeon Gutman expects private-label sales to reach $462 billion by 2030 as store brands offer more premium products. https://www.marketwatch.com/story/store-brands-like-kirkland-are-winning-the-war-for-consumer-wallets-squeezing-out-national-brands-a43ad2d9