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According to Nielsen reports, own brand sales in the United States in 2017 grew by about 10%, sales increased by 9.3%, sales increased by 9.1%. Compared with a national sales of major brands and sales fell 1% and 0.3% respectively.

2017 U.S. supermarkets public channels (mass channel) sales of $305 billion. To some extent can be said to be their own brands promoted the growth of the U.S. retail channels.

Previous surveys, according to Nielsen, "affordable", "cost-effective", "makes me feel is the consumer of wisdom" is the cause of the people to choose their own brands.

Wal-mart accounts for the number of brands they SKU (30% of the smallest unit of inventory). It recently launched four brands of clothing. Costco membership warehouse supermarket own brand for it contributed almost a quarter of the sales, the company estimates that this number will continue to grow. Kroger another big supermarkets and pharmacies in the United States from 2011 to 2017 of its own brand sales increased by 37%.

The German retailer Aldi and Lidl are selling their own brands known, in the shop has its own brand SKU proportion is as high as 90%. Own brand benefit they control the price and cost: according to Aldi, their product price compared with wal-mart, American rival, is 21% cheaper.