Home care marketing faces record private-label pressure

The categories that built the grocery aisle on mass TV and trade promotion now face record private-label pressure — US store-brand sales reached a record $282.8 billion in 2025, and 55% of European consumers say they buy more private label than ever. The media model has flipped too: commerce media surpassed total TV advertising for the first time in 2025, and 65% of marketers expect retail media to play a growing role in their strategies. Winning brands are rebuilding the marketing operating model, governing brand, shopper and retail media as one, and holding every partner to measurable value. VA helps home care leaders orchestrate that ecosystem, optimise the media budget and prove ROI.