If you're a food or beverage manufacturer in Thailand and have heard of the term "Private Label" in the US, but don't know how it relates to your business, it might be more important than you think. American retailers are increasingly seeking to brand products under their own labels, and this trend is being driven by younger consumers who want healthy food at a reasonable price.
- Why is the US private label market growing faster than expected?
- Which consumer group is really driving this market?
- What products have opportunities for Thai manufacturers to enter the market?
- Documents and standards that need to be checked before discussing with the buyer.
- How should one prepare before actually thinking about exporting?
Private label products from the US are no longer just cheap goods.
Previously, when Thais thought of branded products, they would imagine cheaper items with lower quality than well-known brands. However, that picture has changed in the US market. Private label sales are projected to reach a record $282.8 billion by 2025, growing by 3.3%, while national brands are growing by only 1.2%. Simply put, US private labels are growing almost three times faster than major brands.
These aren't just impressive figures; they reflect the fact that American retailers are taking developing their own branded products more seriously. This means they need manufacturers who can produce exactly what they want, and this is where Thai manufacturers can potentially find a foothold in the US private label market, if they prepare correctly from now on.
The younger generation is driving the private label market in the US.
Interestingly, Gen Z and Millennials combined accounted for 81 percent of the year-on-year increase in private label spending in the U.S., with Gen Z contributing 43 percent and Millennials 38 percent, while Gen X contributed only 19 percent.
If you're thinking of developing a product to target the US private label market, here's what you need to know. This group doesn't just buy based on price; they also consider nutritional value, variety, and the product's story. 40% of them follow specific dietary guidelines, such as high-protein, low-carbohydrate diets, which is a sign that generic products may no longer be sufficient for this market.
Asian flavors are an area where Thai products have a competitive advantage.
Another equally interesting point is taste. Surveys indicate that 86% of Gen Z and Millennials consume Hispanic and South American cuisine, while 83% eat East Asian food. This is what's called "Global Flavors," and it's where Thai food has a chance to stand in the US private label market because Thai flavors are distinctly unique, and younger Americans are increasingly open to trying new things.
But honestly, having an appealing taste alone isn't enough. The product also needs to address health and convenience concerns to have a chance of being selected for private label development in the US.
Product categories with available slots to insert.
Based on available data, product categories with a low proportion of US private label products but high consumption by younger consumers have significant growth potential. These include energy drinks, carbonated drinks, fruit juices, pizza, and cold breakfast cereals. Additionally, there's a trend towards developing ready-to-eat frozen meals that combine purposeful eating, international flavors, and nutritional density in a single product.
Another notable trend is the rise in sales of chilled foods, particularly meat and seafood under retailer brands, which increased by 41 percent, while national brands grew by only 11 percent. If you're already in the processed or frozen seafood business, this is a signal to watch for the US private label market, although you still need to consider refrigeration standards and transportation systems before making a definitive decision.
Things to check before talking to a US buyer.
This is where I'd like you to slow down a bit. The opportunities in the US private label market are real, but there are things that need to be thoroughly checked before moving forward. DITP (Department of International Trade Promotion) indicates that Thai businesses should study US food safety, labeling, and related standards. The original article doesn't provide specific details, so it's crucial to verify this with the relevant agencies before negotiating with US private label retailers.
The documents and standards that should be prepared for review in advance include at least the following:
- U.S. food safety requirements as per your product category.
- Nutrition labeling and allergen disclosure formats according to US standards.
- Identifying the origin of goods on the packaging.
- Temperature and refrigeration conditions throughout the transportation process for frozen or chilled goods.
- Each retailer you wish to contact may have specific requirements, as their terms and conditions may vary.
These matters should be checked with the relevant authorities directly, such as their website. Department of International Trade Promotion This provides continuously updated information on exports to the United States, especially data directly related to the US private label market.
Why is speed of decision-making important?
The US private label market waits for no one. Retailers looking for new products now may have already chosen suppliers from other countries if you're too late. And Asian flavors aren't exclusive to Thai cuisine; competing countries in the region also see opportunities in the US private label market. Therefore, if you have a product that can be adapted to this trend, it's better to start studying and preparing today than to wait until the market is clearly defined before making a move.
However, this doesn't mean rushing into the market without preparation. Sending substandard products to US buyers could result in missed long-term opportunities in the US private label market rather than waiting until everything is ready.
PLMA 2026 is a point where you should plan ahead.
If you're looking for a direct channel to reach buyers, PLMA 2026, taking place November 15–17, 2026 in Rosemont, near Chicago, is a platform where US private label retailers and manufacturers meet directly. Participating in this type of event doesn't guarantee an immediate deal, but it's an opportunity to explore the market and understand the needs of individual buyers before deciding to invest in full-scale product development.
Before attending an event like this, it's essential to prepare product samples, basic certifications, and clear nutritional information. Buyers in the US private label market often ask for these details during the initial consultation.
Consider transportation issues in conjunction with product development.
Many products with potential in the US private label market, such as ready-to-eat frozen meals or chilled meats and seafood, require temperature control throughout the delivery process. If you are considering these product categories, you should plan for cold-preserving packaging and a cold chain transportation system from origin to destination, alongside product formulation development. If the product is excellent but temperature control is not maintained during transit, the quality reaching the buyer may not meet the agreed-upon standards, impacting long-term trust more significantly than anticipated.
This is something that should be discussed with a logistics provider specifically experienced in food exports, to assess which shipping method is best suited for your product and what additional costs need to be included in the price before presenting it to a buyer in the US private label market.
Private Label (USA): A Straightforward Summary
The US private label market is opening up opportunities for products with truly unique health and flavor selling points, but this opportunity isn't easy for everyone. Those who prepare their standards, documentation, and logistics systems in advance will be far more prepared than those who wait for orders and then try to solve problems afterward. If you're assessing the potential of your business in the US private label market, start by reviewing product standards and researching more information through reliable sources. smeshipping.com This is a starting point that can be implemented today, before deciding to take the next step in the US market.
Source: Department of International Trade Promotion (DITP)
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