Private label brands are having a moment, and it’s not hard to see why. These brands, produced by third parties but sold under generic retailer names, are increasingly finding success with consumers because of their ability to meet shopper needs at a lower price than the name brand. With economic uncertainty still top of mind for many households, shoppers are looking for ways to stretch their budgets. So, how can CPG brands fight back against private label to find success with shoppers without compromising on price?
Private label brands may always win out in price, but price isn’t everything. The brands that will triumph in 2025 are the ones who are able to build lasting, value-driven relationships with shoppers. Let’s explore some tangible ways CPG brands can build brand loyalty and work towards winning the fight against private label.
Private Label Brands Aren’t Invincible
Even though private label brands may be the cheapest option for shoppers, that doesn’t mean consumers will automatically choose them. Private label products are often viewed as interchangeable because shoppers don’t have any emotional connection to the brand. Shoppers may purchase these items out of convenience or cost, but they don’t feel connected.
This is how CPG brands can win: private label brands don’t have storytelling, community presence, or emotional pull. But your brand does, and that’s your edge—conveying that to shoppers is how you’ll stand out.
What Does Your Brand Have That Private Label Doesn’t?
Your brand has something that private label doesn’t, and that’s the ability to build a true, lasting relationship with shoppers. You have an identity, a voice, and a story, and showcasing all those elements to shoppers allows you to make a deep connection so shoppers choose your brand over and over.
Consider how you’re emphasizing the following elements in your brand marketing to truly stand out from the private label competition:
Identity and purpose
Your brand stands for something. Whether it’s sustainability, indulgence, health, or family-first values, your identity is key. Private label can’t compete with that.
Storytelling
You have the power to connect through storytelling—across social, in-store displays, digital content, packaging, and beyond. You can share your story with shoppers so they become emotionally invested in your brand.
Trust
When shoppers know your brand, they know what to expect—and that consistency builds confidence. In a world of overwhelming choice, showing up and being reliable are huge assets.
Innovation
Private label doesn’t have much room to play. Your brand can take bold swings through things like new flavor drops, seasonal twists, and content-led experiences that excite your audience.
How CPG Brands Can Fight Back Against Private Label in 2025
So, how do you rise above the noise (and the price wars)? By focusing on what private label can’t offer: brand depth, emotional connection, and shopper-first strategy. Here are some ways to get started:
Invest in Meaningful Brand Storytelling
Every CPG brand has a story based on its origin, mission, and values. Consider how you can infuse that brand story into your marketing so shoppers are clear on what your brand stands for.
For example, can you implement purpose-driven packaging that shares tidbits about your brand’s background directly on the product? Can you make more of an effort to produce content that educates and inspires shoppers based on your brand’s values?
For more information on storytelling in brand marketing, check out this article on How to Tell Your Brand’s Story!
Create Memorable Shopper Experiences
Bring your brand to life in a way that private label brands can’t with activations, gamification, and retailtainment. Use both digital and in-store moments to connect with your shoppers while surprising and delighting them.
To learn more about how in-store retailtainment events can help your brand win the battle against private label, check out this article on in-store events!
Focus on Building Long-Term Loyalty
Short-term sales might drive purchases in the moment, but long-term loyalty with shoppers is how your brand will win over and over again. Loyal customers value and trust your brand and will start recommending it to others, resulting in even more sales. Plus, 78% of U.S. shoppers have said they’re willing to pay more for brands they feel loyal to!
If you can offer value and belonging, that will ultimately matter more than price for a majority of shoppers.
Conclusion: Brand Voice Matters Now More Than Ever
It’s a crowded market out there. If you don’t stand for anything, shoppers won’t notice you—and worse, they won’t miss you. The brands that will stand out in 2025 are the ones that speak up. Be bold, be human, and don’t compete on price—compete on purpose.
Private label might make it to a shopper’s cart for a day, but brands that mark themselves as trusted and loved in shoppers’ minds will win hearts for a lifetime.
Ready to teach shoppers all about your brand story so you can keep winning out against private label? Reach out to our team at Breaktime Media to learn about how our interactive digital experiences help build brand loyalty and emotional connection so shoppers choose you over the competition.