2025自有品牌的悄然崛起及其对零售行业的影响研究报告（英文版）

The Quiet Takeoverof Private LabelIntroductionThe retail world is at a crossroads. Consumers are changing. Economic pressures are mounting. Legacy assumptions about national brands driving loyalty no longer hold. Private label offerings, once seen as lower-tier, are emerging as strategic assets.The economy is pushing shoppers to rethink every dollar. Tariffs, inflation, and general economic unease are forcing even high-income consumers to become more value-conscious.According to the Private Label Manufacturers Association, private label sales rose by nearly 4% last year to reach a record $271 billion. While unit sales of store brands grew modestly, just 2% since 2021, national brand unit sales fell by almost 7% over the same period. The reason? Private label products not only meet evolving consumer preferences but also deliver 25–30% higher gross margins than their national brand counterparts, making them a strategic win for both shoppers and retailers.In a time when promotions often erode profits and supply chains are volatile, private label gives retailers a lever to regain control. More sales. Higher margins. Stronger brand loyalty.Traditionally, retailers relied on national brands to draw traffic. Today, consumers aren't just open to alternatives — they are actively seeking them. Private label gives retailers the power to control their destiny. Retailers who invest boldly in private label today will position themselves for greater margin, deeper customer loyalty, and market resilience tomorrow. The time to act is now.The Quiet Takeover of Private Label2Key Highlights45% of consumers say they’ve permanently switched from a national brand to a private label when the product met or exceeded expectations. Once shoppers make the switch, they rarely go back—making private label not just a value alternative, but a loyalty driver.44% of consumers—and 70% of those earning $150k+—say they’re more likely to try private label if it’s marketed as a dupe of a high-end product. Smart imitation has become a badge of savvy shopping, especially among younger and wealthier shoppers.Brand LoyaltyIs BreakingTrust in Private Label Has SurgedDupe Culture Is Fueling Trial45%84%44%84% of consumers trust the quality of store-brand products as much or more than national brands. That trust is even stronger among affluent shoppers, with 61% of high-income consumers saying they trust store brands more than name brands.56% of consumers regularly purchase private label grocery items, and 38% buy store-brand household cleaning supplies. Essentials are the beachhead for broader expansion—once trust is built in daily-use items, it opens the door for premium category growth.Private Label Drives Everyday Spend56%The Quiet Takeover of Private Label3Retailers have a golden opportunity: once a consumer makes the switch and feels satisfied, they rarely go back. Private label isn’t just a cheaper option — it’s becoming the better option. “Have you ever switched from a national brand