Private label’s advantage in a tariff economy, and why inflation is only part of the story

Private label isn’t just an inflation story

The surge of private label purchasing during last year’s inflationary recovery period wasn’t a fluke, it was a reset. As price pressures reshaped consumer behavior, shoppers reevaluated what mattered most to them. Our 2024 Private Label Shopper Study found that 54% of consumers increased private label purchases year-over-year, with 42% primarily or exclusively buying private label items. In 2025, new tariff pressures are reinforcing this shift, turning a short-term inflation response into a more permanent consumer mindset.

Our 2025 US Consumer Tariff Market Study confirms that tariffs are already prompting significant changes in buying behavior. In response to a modest 5 % price increase from tariffs, 43–49% of consumers say they would seek cheaper alternatives, and 38–40% plan to down-…