16 • July | August 2026 • abasto.com BY ABASTO P rivate brand products, also known as store brands, have become a fix- ture in American homes, as shoppers deepen their trust in them, according to new consumer research released by FMI – The Food Industry Association. The annual Power of Pri- vate Brands 2026: Consu- mer Trends – From Stores to Homes report finds that 92% of U.S. grocery sho- ppers currently have store brand products in their ho- mes and that private brand dollar sales rose 2.8% year-over-year, outpacing national brand growth. Nearly half of shoppers increased private brand purchases over the past year, and 94% of shoppers say they would continue buying store brands even if grocery prices decline. More trust “This year’s consumer re- search makes clear why private brands continue to gather momentum. Con- sumers aren’t just choosing store brands out of habit or necessity; they’re choosing them because they’ve earned the trust of American fami- lies,” said Tom Cosgrove, director of industry relations for FMI. “The food industry has worked hard to build that trust, and food retailers now have the opportunity to ex- pand on it by investing in the areas shoppers tell us matter most – product quality, taste, health and the overall shop- ping experience.” “The data from this year’s report reinforces that sho- ppers have developed ge- nuine appreciation for store brands that goes beyond price. Taste and quality have steadily grown as drivers of purchases, and we’re now increasingly seeing the emer- gence of health as a driver as well, with the majority of sho- ppers reporting being able to find private brand items that satisfy what they’re searching for,” said Steve Markenson, vice president of research & insights for FMI. Key data from the report How common are store brand products in American homes? Nine in 10 American households (92%) currently have store brand products at home, up from 89% last year. Are more Americans buying store brands than they used to? Yes, Ameri- cans are buying more store brands. Nearly half of sho- ppers increased their store brand purchases over the past year, compared to the 31% who increased natio- nal brand purchases. Why do people buy store brands aside from just saving money? Shoppers are increasingly buying store brands because they genui- nely like them. Taste is now cited by 37% of shoppers bu- ying more store brands, up from 26% in 2023, and quali- ty has risen from 30% to 39% over the same period. Do store brands influence where people choose to grocery shop? Yes, store brands influence where people grocery shop. 56% of shoppers say their pri- mary store’s private brand selection is very or extre- mely important to their de- cision to shop there. Which age groups are in- creasing their use of store brands? 59% of Gen Z and 52% of Millennials increased store brand purchases in the past year, compared to 49% of shoppers overall. FMI: Why 90% of Shoppers Choose Private Brands SPECIAL INSERT NSA SHOW 2026