Walmart and Costco remain the private-label leaders across all tracked retailers. Walmart-owned brands maintain top-spots. While Walmart’s private label brands were the most widely purchased in the past quarter, Kroger’s Smart Way was the fastest-growing private label brand, followed by Amazon Basics and Aldi-brand items.

Ranked by household penetration, the top private label brands include four Walmart brands: Great Value (purchased by 72.7% of US consumers), Equate (51%), Marketside (44.2%), and Freshness Guaranteed (40%), followed by Dollar Tree (32.5%). Aldi, Target, and Amazon lead in fastest growing private label brands.