Special Report: Frozen and Refrigerated Private Label Merchandising

US store brand sales rose by more than $9 billion, reaching a record $282.8 billion across all outlets in 2025, according to Circana Unify+ data released by PLMA earlier this year. For the 52 weeks ending Dec. 28, 2025, store brand dollar sales grew by 3.3 percent—nearly three times the rate of national brands, which increased by only 1.2 percent.

“Store brands are outperforming national brands across the US, growing faster, expanding share, and delivering record-setting sales results,” said PLMA President Peggy Davies in a statement.

She continued: “The refrigerated and frozen sections have evolved well beyond basic staples and remain among the strongest performing areas for store brands. Retailers continue to broaden their private label assortments with chef-inspired meals, globally influenced flavors, and convenient options designed for busy households.”

Store brand unit volume increased by 434.3 million units to a record 68.7 billion, reflecting a 0.6 percent rise, while national brands declined by 0.6 percent.

Seven departments experienced higher dollar sales compared to the previous year. The Refrigerated department saw the largest growth, increasing by 6.1 percent in store brand revenue, followed by Beverages at 4.8 percent; Pet Care at 3.7 percent; Beauty at 2.8 percent; Frozen at 2.4 percent; General Food at 1.6 percent; and General Merchandise at 0.9 percent.

During the past five years, annual dollar sales of store brands increased by $64.8 billion, a 30 percent rise, with dollar share growing from 19.1 percent to 21.3 percent. During this period, annual unit sales climbed by 2.7 billion units, a 4 percent increase, while unit share improved from 21.6 percent to a record 23.5 percent.

“Private label growth reflects a shift in consumer priorities, as retailer-owned brands increasingly compete—and win—on value, quality, health, and sustainability, not just price,” said Davies.

Private label manufacturers are swiftly acclimating to challenges and seizing opportunities to better serve both retailers and consumers. 

“The most significant challenge that our company is facing is quickly adapting to the role that GLP-1 plays in today’s grocery basket,” said Josh Sowell, Chief Customer Officer for Fresia Foods. “There is a significant push to have meaningful protein intake and having a fundamental application to deliver function and flavor presents a great opportunity. Our biggest opportunity is finding value-added equations to filled pastas and meal solutions to capitalize on this trend that will likely be a long-term play.”

“Purpose-driven innovation that meets consumers where they are,” Deborah Wolman, VP Innovation, Sustainability and Government Affairs for Nature’s Touch Frozen Foods said earlier this year. “As eating patterns shift —driven by wellness trends, GLP-1 medications, and a growing demand for nutrient-dense foods—frozen fruit is uniquely positioned to deliver. The next frontier is transforming frozen fruit from an ingredient into a solution: functional products that support specific health goals and better-for-you indulgent options that satisfy cravings without compromise. The key is that frozen fruit starts with a clean, naturally nutritious base. No ultra-processing required. That is a powerful advantage, and the brands that communicate it clearly will lead the category forward.”

As consumers tighten their belts and seek creative ways to stretch their dollars, private label products are emerging as a go-to solution for budget-conscious households.

“You could argue that the economy and inflation have pushed basket rings down, and that would be true, but it also provides value-focused consumers the ability to look for ways to feed their family healthy options while stretching the dollar,” Sowell said. “Within our product base, we are able to position ourselves across all consumer groups, with both premium and value offerings.”

Store brands have a unique competitive advantage; they are among the few categories that thrive during challenging economic times, while other sectors typically struggle when consumers cut back on spending.

“Private label has a distinct advantage to historically grow during inflationary times,” Sowell said. “This position allows it to be a market-leading brand, as well as a pioneer for innovation and ideation within the category. This innovation is typically what leads consumers to try a flavor, and ultimately the brand, and makes the conversion smoother rather than a feeling of just ‘trading down.’”

“Customer-centricity has always guided our evolution,” Sandy Gaudet, VP of Sales and Marketing for Nature’s Touch previously said. “We develop research-backed portfolios that address unmet consumer needs and deliver versatility across usage occasions, while providing retailers with data-driven insights that strengthen promotions, placement, and assortment.”

Fresia Foods thrives by prioritizing the sourcing of superior ingredients to create a strong foundation for its products. “At Fresia Foods, we are a leader in the space of frozen filled pastas,” Sowell said. “We truly value the role of private label and love the partnered approach to innovation. We start with the plate and work backwards through our process, recipes, and ultimately our sourcing of ingredients. We love to engage in new presentation formats and the science behind making them work through clean-label applications.”

“The direction is clear: simpler formulations, clearer nutritional benefits, and products that align with how consumers are rethinking their diets,” Wolman said. 

Fresia Foods believes that the increase in households dining at home is here to stay, and that consumers expect frozen and refrigerated foods to enhance mealtime by pairing convenience and time-saving benefits with the high quality of homemade dishes. “We feel that this is another long-lasting trend and is a true dynamic shift in the market,” Sowell elaborated. “At-home dining is no longer just a ‘TV-dinner’ of old, it now has to have restaurant-quality ingredients & recipes, be easy to assemble and/or be a ‘simple supper’ or ‘fridge-to-table’ application. Consumers want the ease of preparation with the feeling that it is homemade.”