How Private Brands Are Helping Grocers Meet Evolving Consumer Needs
January 21, 2026 6 minute read
January marks Store Brands Month – a fitting moment to recognize the growing impact of private brands in today’s retail landscape. As shoppers continue to refine what they value most, retailers are working hard to keep pace with the right mix of products, attributes, and price points.
Private brands are helping to bridge that gap. Offering broad assortments across quality and price tiers, they’re becoming a trusted choice for consumers seeking value, variety and healthier alternatives. In fact, more than one third of shoppers now say they are shifting to private label as a way to stretch their dollars.
UNFI’s award-winning, exclusive Brands+ private brand portfolio helps meet the moment with eight core brands and more than 4,400 SKUs focused on quality and taste. UNFI Brands+ provides resources, development, strategy, and partnerships to help retailers bolster sales and keep consumers engaged.
This month, Brands+ is launching nearly 50 new products at the UNFI Spring and Summer Selling Shows in Long Beach and Orlando. Each product is designed to align with emerging shopper preferences and behaviors.
Here’s a closer look at how UNFI Brands+ can help retailers capitalize on key trends shaping 2026:
Embrace the Snacking Moment
The average American eats three snacks a day. They want snacks that taste great and align with their personal goals, from increasing protein to eating more sustainably.
New and upcoming UNFI brands like Essential Everyday Trail Mixes and Pistachios, Snack Pack Variety Packs, along with Woodstock Frozen Fruit Bars and Chocolate Dipped Fruit Bites, give retailers products consumers are eager to add to their snack rotation as they head into the warmer spring and summer months.
Increased Focused on Wellness
Consumers are embracing a “back-to-basics” approach to wellness, especially when it comes to nutrition and hydration. They’re seeking simple products that help reduce sugar, increase protein intake, and support healthy eating – paired with clear, honest packaging that makes it easy to understand what’s in a product and what’s not.
This shift aligns with the rapid rise of GLP-1 medications. By 2030, households with GLP-1 users are projected to account for 35% of all food and beverage consumption, further accelerating demand for natural, more functional options.*
Retailers have an opportunity to drive sales by highlighting products that meet consumer wellness preferences, from plant-based beverages like Woodstock Banana Water and its three newly launched flavors Strawberry, Blueberry and Chocolate to products featuring high protein and fiber, healthy fats, zero sugar, or fermented ingredients. New additions reflecting these trends include Woodstock Refrigerated Sauerkraut and a range of Essential Everyday offerings such as Frozen Breakfast Bowls and Sandwiches, Frozen Protein Waffles, Protein Instant Oatmeal, and expanded Zero Sugar Juice flavors.
Evolving Value
The definition of value continues to evolve as consumers look to spend less without sacrificing quality. Shoppers are increasingly seeking value in the freezer aisle and across stores, turning to restaurant-quality meals they can enjoy at home while keeping costs in check.
New Essential Everyday products such as Asian Style and Parmesan Garlic Wing Sauce, Restaurant Style Italian Dressing and Chicken Dipping Sauce are meeting demand - giving consumers restaurant-style flavors that they can use in at-home meals.
Prioritizing Innovation and Partnership
UNFI’s Brands+ team works closely with retail customers to stay one step ahead of market trends and consumer demands. The team is continually innovating and testing new products and attributes, from reducing synthetic dyes and artificial ingredients to enhancing convenience. Brands + also partners with retailers to help them differentiate themselves with tailored merchandising strategies for product, pricing, and placement on shelf.
“With over one-third of shoppers turning to private label for value, quality and innovation, UNFI’s Brands + portfolio delivers modern, on-trend solutions. From protein–packed snacks to zero-sugar beverages, we’re helping retailers drive sales by staying ahead of evolving shopper needs,” said Bruce Bruemmer, UNFI VP of Brands Management.
Learn more on how Brands+ can support in meeting growing consumer demand trends and explore our full range of private brand solutions today.
Sources:
Food Business News – Winning with Private Brands https://www.foodbusinessnews.net/articles/26946-survey-nearly-90-of-consumers-frustrated-over-grocery-pricing