Top 20 Private Label Grocery Brands in the USA: What You Need to Know

The private label grocery market in the U.S. is booming, as more consumers look for high-quality products at affordable prices. In particular, private label brands in categories like sauces, cooking pastes, pickles, and spices are gaining traction due to their competitive pricing and quality. Whether you’re a distributor, broker, or simply a grocery enthusiast, understanding the top private label brands in the U.S. is crucial for staying ahead in the grocery industry. In this blog, we’ll explore the top 20 private label brands in sauces, cooking pastes, pickles, and spices, and provide key insights into how brokers and distributors can maximize opportunities in this thriving market.

Why Private Labels are Rising in Popularity

Private label products are grocery items sold under the store’s own brand, often at a more affordable price point compared to national brands. Consumers are increasingly choosing these products because they offer great value without compromising on quality. For distributors and brokers, private label products present an excellent opportunity to tap into this demand and connect with grocery stores looking for cost-effective alternatives.

Top 20 Private Label Brands in Sauces, Cooking Pastes, Pickles, and Spices

Sauces

1. Great Value
   Walmart’s Great Value brand is a leader in the private label sauce market. From ketchup to marinara, this brand offers affordable yet quality products, and with Walmart’s grocery sales reaching $350 billion in 2022, it’s clear that Great Value is a top contender in the private label game.
2. Market Pantry
   Target’s Market Pantry provides a wide range of sauces, including popular favorites like pasta sauce, BBQ, and salad dressings. Known for its consistent quality, Market Pantry has quickly become a household name.
3. Signature Select
   Safeway’s Signature Select brand offers a variety of sauces, from tomato-based marinara to salad dressings. The brand’s strong presence in over 2,200 stores gives brokers access to a large and diverse customer base.
4. Bayside
   A trusted name in regional grocery stores, Bayside offers affordable sauces like pasta sauce and ranch dressing, making it a popular choice for budget-conscious consumers.
5. Bertolli (Private Label)
   Though Bertolli is typically a branded name, certain grocery stores carry it under their private labels. This offers consumers premium quality olive oil-based sauces without the premium price tag.

Cooking Pastes

6. Curry Spices by Costco
   Costco’s private label curry pastes, including tikka masala and korma, are among the most sought-after cooking pastes in the market. Costco’s large membership base means a steady demand for products like these.
7. Simply Balanced
   Target’s Simply Balanced line features a variety of cooking pastes such as ginger-garlic paste and curry blends. This line focuses on organic and healthy ingredients, making it a popular choice among health-conscious consumers.
8. Indus (Private Label)
   Indus offers a variety of cooking pastes like garam masala and tikka masala, which are gaining popularity in ethnic food aisles. As more U.S. consumers explore international cuisines, brokers can tap into this growing demand.
9. 365 by Whole Foods Market
   Whole Foods’ 365 brand offers a selection of cooking pastes, including curry and chili pastes, with a focus on high-quality, organic ingredients. This is a perfect fit for consumers who prioritize eco-friendly and organic products.
10. Goya (Private Label)
    Goya is a trusted name in Latin foods, and many grocery stores carry its cooking pastes under private labels. From adobo to sofrito, Goya’s flavors offer rich, authentic tastes at affordable prices.

Pickles

11. Vlassic (Private Label)
    Known for its dill and kosher pickles, Vlassic offers its products under private labels in stores like Walmart. With a long history of satisfying pickle lovers, it remains a top choice for grocery chains.
12. Grillo’s Pickles (Private Label)
    Grillo’s Pickles, which are known for being made with fresh, all-natural ingredients, are often sold under private labels in stores like Trader Joe’s. This growing demand for health-conscious pickles is an excellent opportunity for brokers to get involved.
13. Kirkland Signature (Private Label)
    Costco’s private label, Kirkland Signature, is synonymous with high-quality and affordable products. Its pickle offerings, including dill and kosher varieties, are highly popular among Costco’s members.
14. Signature Farms
    Safeway’s Signature Farms brand includes a variety of pickled vegetables, such as cucumbers and beets. Its commitment to fresh and high-quality produce makes it a favorite among customers.
15. Market Pantry
    Target’s Market Pantry line includes affordable pickle varieties, including dill and sweet options. With its value-oriented approach, Market Pantry continues to be a top seller in grocery aisles across the U.S.

Spices

16. McCormick (Private Label)
    McCormick is an iconic spice brand that is often sold under private labels at major grocery stores. Whether it’s black pepper or cinnamon, McCormick’s consistent quality makes it a reliable option for both consumers and brokers.
17. Simply Organic (Private Label)
    Whole Foods’ Simply Organic brand is synonymous with premium organic spices. As demand for organic products rises, brokers can explore opportunities with Simply Organic’s growing spice line.
18. Spice Islands (Private Label)
    Spice Islands offers a range of high-end spices and herbs, frequently available under private labels in major grocery stores. Their focus on premium quality makes them a top choice for discerning consumers.
19. Trader Joe’s Spices
    Trader Joe’s is known for its innovative and unique spice blends, such as the Everything But The Bagel seasoning. These products have a cult following, and brokers can leverage their popularity to connect with consumers.
20. La Mamma (Private Label)
    Known for its Italian spice blends, La Mamma is often sold as a private label in regional grocery chains. As more consumers seek authentic Italian flavors, brokers can tap into this growing demand for high-quality spices.

Key Distributors and Brokers Driving the Private Label Market

Major Distributors:

1. UNFI (United Natural Foods, Inc.)
   UNFI is one of the largest distributors of natural, organic, and specialty foods in the U.S. Its broad distribution network makes it an essential partner for brokers looking to expand their private label offerings.
2. C&S Wholesale Grocers
   As the largest wholesale distributor in the U.S., C&S connects brokers to over 6,500 supermarkets, including major grocery chains like Safeway and Publix. This provides brokers with access to a wide audience.
3. Sysco Corporation
   Sysco is a global leader in foodservice distribution and supplies many grocery chains with bulk food products. Its vast distribution channels offer brokers an opportunity to reach established grocery brands.

Top Brokers in the Grocery Industry:

1. Kroger Supply Chain Services
   Kroger’s extensive supply chain provides brokers with access to a vast network of stores, allowing them to tap into a large, loyal customer base.
2. Gordon Food Service (GFS)
   GFS is a major distributor in the grocery industry, offering bulk products to grocery chains at wholesale prices. Brokers can leverage this network to meet demand efficiently.

How Brokers Can Maximize Opportunities

1. Leverage Distributor Relationships: Work closely with major distributors like UNFI, C&S Wholesale, and Sysco to access top grocery chains and expand product offerings.
2. Focus on Niche Markets: Target specific grocery chains, such as Whole Foods for organic products or Costco for bulk purchases, to cater to niche consumer needs.
3. Capitalize on E-commerce Trends: With online grocery shopping on the rise, brokers can tap into the growing demand by partnering with grocery chains that prioritize e-commerce, such as Kroger and Target.
4. Develop Private Label Products: Many grocery chains, including Kroger and ShopRite, have seen success with private label products. Brokers can focus on providing unique, high-quality goods that meet these stores’ needs.
5. Foster Long-Term Relationships: Build trust with grocery chains by consistently providing high-quality products and offering value-added services to strengthen partnerships.

Final Thoughts

The private label grocery market in the U.S. is growing rapidly, providing a wealth of opportunities for brokers, distributors, and suppliers. By understanding the demand for products like sauces, cooking pastes, pickles, and spices, brokers can connect with top grocery chains and position themselves for success. Whether it’s working with giants like Walmart and Costco, or focusing on niche brands like Trader Joe’s, the private label market offers brokers a chance to thrive in a competitive landscape. With a focus on quality, affordability, and consumer preferences, brokers who position themselves strategically can capitalize on this booming market and build long-lasting, profitable relationships.