The lines between brands and retailers continue to blur. PLMA estimates that private label sales total about $180 billion, growing three times as much as national brands did in 2019. Store brands set an all-time high of 19.2% in dollar share last year in the US. Meanwhile, according to eMarketer, the number of people in the US making a purchase on a direct-to-consumer (D2C) platform is up 10.3% year over year.
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