$59 billion+: Total 2021 sales of
Kirkland Signature brands, a
13.5% change from last year.
Costco’s
$COST total revenues for 2021 equaled
$192 billion, a year-over-year increase of
18%. Kirkland is the biggest consumer packaged goods brand in the US by sales, larger than
Hershey $HSY,
Campbell Soup $CPB, or
Kellogg $K, per CNN.
31%: Kirkland Signature’s percentage of Costco sales, per RetailWire. Online, Costco carries 125 private label SKUs, which represent 8.1% of total SKUs.
$75 billion: Kirkland Signature’s valuation in 2019, according to UBS, per Insider. According to the Private Label Manufacturing Association, private label sales have grown nearly 40% from 2019 to 2021, so that $75 billion valuation is likely more.
15% to 20%: How much less Kirkland Signature products cost than branded alternatives, according to Jim Sinegal, co-founder and former CEO at Costco. According to an EY survey from October 2021, 58% of respondents are more focused on value than they were pre-pandemic.
89.7%: The percentage of US adults who cited better value as the reason they switched from a national brand to a private label brand. Other reasons include better assortment/selection (52.0%), deal/membership rewards offered with purchase (47.9%), and national brand was not available (41.1%).