For decades, private label had flown under the radar in theUS while in Europe, privatelabel was embraced by and heavily invested in by retailers as a criticalbrand asset. But there is no reason why the US shouldn’t be private label’snext boomtown. As of 2025, 85%of Shoppers are reaching for private label vs. brand names in the FMCG space and much of the growthis being driven by Gen Z and younger Millennials.
The critical thing to understand is that private label has evolved from a value alternative into a portfolio of brands with distinctroles, audiences and reasons to believe. At WovenWorks we have worked with key partners who have begun to recognize the opportunity is to build distinctive brand equities, create clear differentiation across the portfolio and turn the shelf into a branded destination – not simply a lower-priced alternative to national brands. We’ve seen that opportunity come to life withFrederik’s by Meijer, a premium own-brand created to stand apart rather than simply trade on value. The work was recognized with a 2023 GDUSA American Package Design Award and a 2023 Vertex Silver Award for New Brand.
Need convincing that private label is a worthy investment?Let’s look at some numbers:
· $195B – That’s theglobal private label market size in 2024 (it’s only grown).
· $+51B– That’s the increase in US store brand sales since 2021 (and climbing).
· 23%– This is the US private label share as of 2025, leaving plenty of share to go.
· 75%– Of consumers feel private label is as good as or better than national brands.
When thinking about private label, we realize it is anamazing, brand-building opportunity. At WovenWorks, we know from experiencethat packagingis your brand’s most important marketing asset and selling point at thepoint of purchase. Packaging is your superpower because retailers control what national brands don’t: The shelf and shopping environment.
“It’s time to behave like brand portfolio owners and change the question from ‘How do I make my private label look better?’ to understanding the role (who is this for), soul (why shouldthey choose it) and goal (ROI) for each brand in the portfolio.”
– Ro Fainstein, Director of Strategy & Insights at WovenWorks
Particularly with private label development, it is critical that we go deeper. While many research and innovation deep dives historically stop at concepts, organizations need to get their designs closer to real-world execution.
Foundational legwork is critical for brands in staying informed on what new FMCG/CPG shoppers want to see from their products beyond getting a deal. Brands need to understand how consumers evaluate packaging appearance, claims, utility and competitors to clearly define equities or gapsin the experience. Beyond this, brands need to treat their private-label portfolio just like sophisticated CPG portfolios and explore: Positioning, audience definition, architecture, equities and differentiation. Using research and innovation sprints that are specific to each brand in the portfolio will empower packaging that truly differentiates and lifts the retail brand.
This can feel like a lot, but you don’t have to find your own way. If you’re ready to set forth on the path to successful private label for your brand or just want to have a conversation and ask somequestions, reach out: lberka@wovenworksglobal.com
We’re here to help you navigate the private label landscape,ensure you can cultivate your superpower and ignite future growth.
