Dollar General Grows Private Label Line as Store Brands Reach $271B
Dollar General is adding more of its private label food offerings to stores, following similar moves by big retailers like Walmart and Amazon as store brands keep growing in popularity.
The store is launching new items under its own labels, including ice cream, cinnamon rolls, coffee syrups, and salad dressings. The move comes as store brand sales reached $271 billion in 2024, up nearly 4% from 2023.
"We are proud to make significant investments in our private brands, bringing even more on-trend products and pantry staples to shelves," said Emily Taylor, Dollar General's Executive Vice President and Chief Merchandising Officer.
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Dollar General already sells over 3,200 products under various labels. Clover Valley brand leads the food category, while others span health products, cleaning supplies, pet food, and personal care items.
Private labels are getting more popular with budget-conscious shoppers. Since 2021, store brand unit sales have grown by more than 2%, while big national brands dropped by almost 7%. Cold and refrigerated items did especially well, with sales up 7.5% in 2024.
"The quality, value and innovation that store brands provide can't be beat," noted Peggy Davies, Private Label Manufacturers Association President.
Dollar General's push for more store brands fits with its strategy to enhance food offerings. The retailer plans to add fresh produce to 300 more stores in 2025, bringing the total to approximately 7,000 locations. The company has also introduced weekly deals on about 2,000 products through digital coupons and maintains a Value Valley section featuring up to 300 items priced at $1.