Some retail executives say coming up with their own brands is also a way to draw in younger customers who aren’t interested in older brands. ... 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 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 .