Store brands become retail's secret weapon against Trump tariffs

Retailers are supercharging their store brands to boost sales and keep prices low in the face of rising tariff pressures.

Why it matters: The popularity of private-label products could soar as tariffs threaten to drive national brand prices higher. • "Private label is growing faster than mainstream retail and part of the reason is that consumers can save money by switching," GlobalData managing director Neil Saunders told Axios. • "This has been happening for a long time and the trend might be accelerated if tariffs push up prices," Saunders said.

The big picture: Store brands are no longer the generic knockoffs of the past. They are a "destination driver" for many retailers, Sally Lyons Wyatt, global executive vice president and chief industry adviser at Circana, told Axios. • Pri