Private label is no longer just the cheaper alternative next to national brands. Now, it drives growth for retailers, which means CPG suppliers have to work harder to protect their margins.

In the second half of 2026, many Consumer Packaged Goods (CPG) suppliers are feeling more hopeful. Retailers are looking for fresh ideas, there are more ways to distribute products, and brands that managed inflation, shifting demand, and supply chain problems are now getting more purchase orders. Suppliers have been focused on growing their businesses. Adding more retailers, expanding distribution, and getting larger purchase orders can increase market share and strengthen cu