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Kroger recorded strong private label sales growth during its latest financial quarter as stressed shoppers continued to place a premium on saving money, the grocery chain’s chief executive said on Friday.
The company’s own brands outpaced national brands during the second quarter of fiscal 2026, with private label penetration up during the period by about half of a percentage point, CEO Greg Foran said during an earnings call.
Kroger saw robust demand for “anything that is answering a customer’s question around value,” Foran said, adding that customers are “pretty disciplined about what they buy.”
Foran pointed to the company’s Private Selection line, which Kroger expanded earlier this year with fresh and frozen meal choices, as an example of how its store brands are resonating with shoppers. Private Selection sales were up by more than 14% during the second quarter, led by ready-to-heat and ready-to-eat meals, he said.
Along with private label products, shoppers also showed strong interest in health-focused and organic products during the quarter, according to Foran. Kroger added over 600 natural and organic items to its assortment during the quarter, he said.
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