71% of Consumers Choose Retailers for Private Brands and 95% Buy Them Regularly
ADV•Advantage Solutions’ Summer 2026 Private Brand Intelligence Report found 71% of consumers choose retailers for private brand programs and 95% regularly purchase private labels. The report also shows 98% of shoppers view private brand prices as equal or lower and 96% see value on par or better than national brands.
1. Report Overview and Key Findings
Advantage Solutions’ Summer 2026 Private Brand Intelligence Report reveals that 71% of consumers pick retailers based on private brand programs and 95% regularly purchase those private labels. The research gathered over 2,000 survey responses to map loyalty drivers across omnichannel retail environments.
2. Consumer Price and Value Perceptions
The study finds 98% of shoppers view private brand prices as equal or lower than national brands, while 96% rate their overall value as on par or superior. Price loyalty outweighs brand loyalty for 59% of consumers prioritizing cost-effective purchasing decisions.
3. Emerging Trends: Flavor, Wellness, and Regulation
Seasonal flavors remain a strong driver with 89% of consumers buying flavor-focused products and 85% making health-driven choices. Meanwhile, escalating regulatory requirements are positioning compliance as a competitive advantage for retailers that proactively adapt private brand strategies.
