HPC private label tracker 2Q26: PL share steady as consumers search for value

Research evidence excerpt

HPC private label tracker 2Q26: PL share steady as consumers search for value

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Household & Personal Care

HPC private label tracker 2Q26: PL share

steady as consumers search for value

Industry Overview

A deeper look into HPC private label exposure 17 July 2026

We update our HPC private label (PL) tracker through 2Q26 which looks at private label Equity

relative pricing vs household & personal care sub-categories and relative exposure of the United States

companies within our coverage universe to private label. Leveraging Nielsen’s syndicated Consumer Staples

reports we compile the following: 1) Private label penetration for companies in our

Anna Lizzul

coverage of household & personal care, 2) top categories YoY private label share Research Analyst

gain, and 3) Weighted average YoY price changes across companies in our coverage BofAS +1 646 855 2569

vs. the total market and vs. private label. anna.lizzul@bofa.com

Peter T. Galbo, CFA

Research AnalystPrivate label penetration steady YTD in 2026 BofAS

According to Nielsen, private label share of total household & personal care sales was +1 646 743 0175

15.2% for the trailing 12mo period ending 2Q26, -30bps YoY. In our view, relative peter.galbo@bofa.com

stability in private label share has continued in 2026 with some modest declines from

2025, following sequential increases throughout 2023 and 2024. We continue to see

divergences between income cohorts and by channel among consumers, but we largely

see the consumer as healthy. Certain companies have seen downward revision to prices

in household and personal care categories, such as KMB and CLX, due to promoting to

boost volumes on innovation. We have seen elevated promotional activity at PG, while