From Value Items to Entertaining Staples: The Growing Role of Private Label Brands in Retail Strategy

June 12, 2026           3 minute read

From hosting during the holiday season to weekend brunch for the family, shoppers want to create events that feel elevated without overspending. While every item matters, price alone is no longer enough to earn a place in the cart. That shift is redefining private label’s role in grocery stores.

Improved quality, stronger flavor profiles, and greater confidence in ingredients have changed how shoppers evaluate store brands. 

As private label takes on a more prominent role, retailers have an opportunity to rethink holiday assortments. Beyond price, private label can support occasions and solutions that reflect how shoppers plan, host, and celebrate.

“For retailers, the growing importance of private label reflects a fundamental shift in how consumers shop,” says Pam Ofri, Chief Brands Officer, Private Brands at UNFI. “Private label is no longer viewed simply as a value alternative. It has become a strategic driver of differentiation, quality, and loyalty. By anchoring assortments around occasions and shopper needs, retailers can meet consumers at the intersection of inspiration, convenience, and value”

Easy and Elevated Entertaining 

Entertaining Essentials

 Private label products are increasingly used in charcuterie boards: specialty cheeses, meats, crackers, antipasti, and nuts. For hosts, these are the items that elevate the experience — without breaking the bank. 
 
Products like Woodstock Slightly Dipped Dark Chocolate Almonds act as a sweet finishing touch. 

Breakfast Reimagined

The party isn’t always over when the gathering ends. Holiday mornings, weekend brunches, and next-day meals have become part of the hosting experience.

Private label frozen breakfast items, like protein waffles and Essential Everyday breakfast sandwiches, offer a balance of convenience and quality that fits naturally into these moments. 

Seasonal Finds That Create Traditions

Seasonal products like creamers and snacks are helping private labels become items shoppers actively look for year after year. 

Planned for the holiday season, items like Essential Everyday Maple Dairy Whipped Topping and Dark Chocolate Peppermint Bark Bites, along with Stone Ridge Creamery Snickerdoodle Ice Cream and S’mores Ice Cream Sandwiches, give retailers a clear opportunity to refresh assortments and bring seasonality to the store.

For shoppers, knowing where to find their favorite holiday products can build store loyalty.

See It in Action at Our Winter & Holiday Selling Shows

As this shift accelerates, private label products are becoming easier to see — not just as a set of products, but as a cohesive strategy across the store.

At the upcoming UNFI Winter & Holiday Selling Shows in Uncasville, CT, and Las Vegas, NV, retailers can experience how these trends come together — from entertaining-focused assortments to everyday staples that elevate the meal. Across categories, the role of private label is expanding, helping retailers create destinations that resonate with today’s shopper.