A private-label product is produced by a manufacturer and sold by a specific retailer under the retailer’s brand name. It allows retailers to outsource production while collaborating on design, materials, and other manufacturing decisions.

Private label refers to a product manufactured by one company and sold under another company’s brand name. Retailers often use private-labeling to offer exclusive items, expand their catalogs, and undercut competitor pricing.

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.