Numerator: Private label penetration highest in these categories...

Private label purchases are now ubiquitous among U.S. households as the price gap between private label and national brands continues to grow. Virtually all households (99.9%) are now purchasing private label products, according to new data from Numerator. In 2024, household penetration was highest for the grocery (99.9%), followed by health & beauty (99.2%), household (98.9%), home & garden (98.0%) and tools & home improvement (86.3%).