Kroger Private Label Sales Continue to Outpace National Brands
Private label momentum at Kroger continued in the fourth quarter, as the grocer's selection of own brands had a solid quarter, according to company officials, and continued to outpace national brands.
During the grocer's conference call to discuss quarterly and full-year results, Board Chairman Ron Sargent, who had served as the company’s interim CEO, said Kroger's Simple Truth and Private Selection own brands led growth with shoppers continuing to choose products under these brands because they deliver high quality at an affordable price.
"Innovation continues to be a priority," he said. "This (past) year, we introduced more than 1,100 new Our Brands products, up from more than 900 last year. A growing number of these products are focused on health, an area where customer demand is growing, and Our Brands portfolio is well positioned to lead."
Kroger's expansion of its own brand assortment has continued in the first quarter of 2026. In January, the grocery retailer added 24 items to its Simple Truth Protein line, which debuted in September 2025.
Additions to the assortment, which now features more than 110 products, include high-protein cereal, beef sticks, protein and electrolyte water enhancers, single-serve cottage cheese, and energy bars.
Private Selection was also recently expanded with the addition of more than 20 items that showcase globally inspired tastes with ready-to-eat convenience, according to the company. Highlights include Korean-inspired beef bulgogi, ready-to-cook chicken parmesan, gnocchi alla sorrentina, Chinese-inspired Mandarin orange chicken and classic seasoned whole-roasted chicken.
Kroger's private label growth in its recently closed fiscal year was a factor in its sales growing 2.1% to $34.7 billion in the fourth quarter. Total company sales in 2025 were $147.6 billion, up from sales of $147.1 billion in 2024.
The conference call was also the first since new Kroger CEO Greg Foran joined the company. On the job for less than a month as of the conference call, the former Walmart executive said future growth at Kroger starts with the top line.
"We need to grow sales faster, and in my experience, that comes down to giving customers a compelling reason to shop with you," he said. "Price is an important part of that equation, and customers need to trust that they're getting a fair deal every time they walk into our stores."
While noting the company has made progress on price, Foran said he wants to keep pushing by pulling unproductive costs out of the business, investing in everyday value, and sharpening promotions. This, he said, includes buying better, improving how the company sources and procures products, and improving productivity by streamlining processes and modernizing how it works.
"We're going after every available margin dollar across the business," he said. "The savings we generate will be reinvested directly into lower prices and better service for our customers."
E-commerce growth is also on Foran's radar. Calling Kroger's more than $16 billion in annual digital sales and seven straight quarters of double-digit growth a "strong foundation," the CEO said the grocer needs to accelerate this segment of its business.
"Our refreshed hybrid fulfillment model, which better leverages the stores and delivery providers like Instacart, DoorDash and Uber Eats, positions us to accelerate growth while reaching profitability next year," he said.
As Foran settles in at Kroger's Cincinnati headquarters, he said he will continue to address the aforementioned issues and others in the months ahead, noting he will be sharing "real detail" about his plans at an "appropriate time before the end of the year."
This article was originally published on P2PI sibling brand Store Brands.
