Sales of own - brand goods at Kroger , Walmart and Albertsons have reported faster YoY increases than their named counterparts for the past three fiscal years , according to Nielsen . The chains are cutting prices and putting more products under their names to win market share . In the year to 15 June , store brand sales increased 2.8 % , half a percentage point more than branded goods . Albertsons revealed its private - label products accounted for about 25 % of sales in the latest year , while Kroger revealed its store brands generated $ 22bn in sales last year , around 18 % of the firm 's total .
Sales of own-brand goods at Kroger, Walmart and Albertsons have reported faster YoY increases than their named counterparts for the past three fiscal years, according to Nielsen. The chains are cutting prices and putting more products under their names to win market share. In the year to 15 June, store brand sales rose 2.8%, half a percentage point more than branded goods. Albertsons said its private-label products accounted for about 25% of sales in the latest quarter, while Kroger revealed its store brands generated $22bn in sales last year, around 18% of the firm's total.