Advantage Solutions Inc. (NASDAQ: ADV), a frontrunner in omnichannel retail solutions in North America, and its private brands subsidiary, Daymon, have released the Summer 2026 edition of their Private Brand Intelligence Report (PBIR). This report highlights a pivotal trend in consumer behavior, revealing that a significant 71% of consumers select their preferred retailer based on the strength of its private brand program.

Dave Peacock, CEO of Advantage Solutions, emphasized the importance of understanding consumer motivations: "What that understanding tells us right now is that private brands are commanding shopper loyalty, and the retailers who win will be the ones who translate that intelligence into better products, sharper execution, and experiences that keep shoppers coming back."

2. Key Insights from the Report

Consumer Purchasing Habits

The report provides a wealth of data on consumer preferences and behaviors:

Regular Purchases: An impressive 95% of consumers surveyed reported regularly buying private brands.

Price Perception: A staggering 98% of respondents consider private brand prices to be equal to or better than those of national brands.

Value Assessment: Similarly, 96% of consumers perceive the overall value of private brands as on par with or superior to national brands.

Health Consciousness: 85% of consumers actively choose products that align with a healthier lifestyle.

Price Loyalty: Interestingly, 59% of consumers demonstrate greater loyalty to price rather than specific brands or retailers.

Seasonal Preferences: A notable 89% of consumers are inclined to purchase products featuring seasonal flavors.

Trends Influencing Consumer Choices

The report delves deeper into several critical trends shaping the current retail landscape:

Summer Flavors Are in Demand

Flavor innovation continues to be a significant driver of consumer interest, with the report hinting at emerging summer flavor trends that will be explored further in Daymon's upcoming Future of Flavor Report.

New Era of Everyday Wellness

Consumers are redefining their wellness expectations, prompting a shift that retailers and suppliers must adapt to. This evolving landscape presents new opportunities for private brand strategies, innovation, and sustainable growth.

Navigating Regulatory Pressures

The report also addresses the escalating regulatory pressures impacting the private brand sector. It highlights the necessity for retailers and suppliers to proactively manage compliance requirements, turning potential challenges into competitive advantages.

Winning the Store of Choice Battle

While private brand growth is on the rise, it remains concentrated among a select group of retailers. The report outlines the fundamental strategies that these successful retailers are implementing, providing a roadmap for others looking to enhance their private brand offerings.

3. Adapting to Market Dynamics

Christine Boenig, President of Daymon North America, remarked on the importance of agility in the current retail climate: "With ongoing uncertainty across retail, the economy, and global markets, staying agile and ahead of change has never been more critical for our clients and customers." The PBIR serves as a vital resource, equipping retailers, suppliers, and industry leaders with insights into the trends and challenges that matter most in today's market.

The Summer 2026 edition of the PBIR is based on extensive research from two national surveys involving over 2,000 adult consumers responsible for household shopping. This data-rich report is a continuation of Daymon's commitment to providing critical insights, having published the PBIR biannually since 2018.

4. About Advantage Solutions and Daymon

Advantage Solutions stands as the leading omnichannel retail solutions agency in North America, adeptly positioned at the intersection of consumer packaged goods (CPG) and retail. Through technology-driven services and unparalleled insights, Advantage Solutions aids brands and retailers in enhancing demand and consumer engagement across various shopping environments.

Daymon, as a subsidiary of Advantage Solutions, specializes in private brand strategy, analytics, and product development, helping clients build lasting loyalty through innovative private brand programs.

For more insights, the full report can be accessed through Advantage360, the thought leadership platform of Advantage Solutions, which offers comprehensive data-driven insights across the consumer goods and retail sectors.

Original press release