Inflation is causing a shift in grocery shopping habits, with approximately one-quarter of all purchases in the US now being made by store brands, or private labels. This trend is driven by cost savings, improved quality, and increased variety. Retailers like Walmart, Kroger, and Target are expanding their store brand offerings, offering products across various categories. This shift is driven by changing consumer perceptions and behaviours, such as trust, value perception, and economic necessity. Retailers are enhancing their private label strategies, including product innovation, marketing, and exclusive products. This trend is expected to continue as inflation remains a concern.