US consumers shift to private-label brands to save money

American consumers are increasingly shifting toward private-label and store brands to combat household budget pressures. According to a Consumer Sentiment Study by Alter Agents, 39% of shoppers are now purchasing more store or private label products instead of national brands.

Research indicates a rise in active money-saving behaviors, particularly among men. In a six-month period, the share of men searching for online coupons or promotional codes rose from 34% to 43%, while those shopping sales events increased from 38% to 46%. Additionally, 51% of Americans report cooking more at home to reduce dining expenses.

The trend is reshaping the grocery industry, benefiting retailers with strong own-brand programs such as Aldi, Walmart, Costco, and Kroger. This shift challenges national brands to justify price premiums and allows retailers to gain greater control over margins and product differentiation. The movement is observed across various income levels, though generational gaps remain, with 49% of Boomers opting for private labels compared to 25% of Gen Z consumers.