Convenience store private labels cash in on high prices

Convenience store private-label brands are reaping the benefits of persistently high prices, as chains rapidly expand their own-brand lineups from budget staples to trend-driven desserts and everyday household goods.

Private-label sales at the four major convenience store chains all rose in the first half of this year, according to industry data released Tuesday. GS25's Real Price line posted 40 percent growth compared with the same period last year. CU's private-label sales rose 18.6 percent, Seven-Eleven's climbed 14 percent, and E-mart24's private-label sales were up about 10 percent.

At the heart of the private-label strategy is what the industry calls a "customer draw" effect. Lower prices than national brands ease the financial burden on shoppers, while exclusive products available only at a given chain give consumers a reason to choose that store over competitors.

At GS25, the Real Price line is leading the charge. GS Retail operates two main private-label brands: Yours, which focuses on lifestyle products, and Real Price, which competes on value. Real Price targets everyday necessities and grocery items, pricing them roughly 50 percent below comparable national-brand products.

Ultra-low-price items under 1,000 won are also gaining traction. Sales of private-label products priced below 1,000 won rose 12.3 percent in July compared with the same month last year. Over the same period, the Real Price protein bar saw sales surge 94.5 percent, while the Real Cheonnyang mung bean sprouts and Real Cheonnyang bean sprouts lines grew 34.0 percent and 27.5 percent, respectively. The number of sub-1,000-won private-label items also expanded, from 25 varieties last year to 30 as of July.

E-mart24 is building out its value lineup around Yellow, a private-label brand it launched last October. The Yellow range has grown to 116 products as of the first half of this year, up nearly ninefold from 13 items at launch. Desserts have been standout performers, including a Joseon Hotel cookies-and-cream macaron ice cream and a 5F parfait ice cream. The brand's ultra-low-price overnight sanitary pads retail for around 600 won per unit, roughly half the price of comparable products.

CU and Seven-Eleven are also investing heavily in private labels. CU's private-label sales grew 21.8 percent in 2024 and 18.1 percent in 2025, and the momentum has continued with 18.6 percent growth in the first half of this year. CU's private-label brand Pivic won a main prize in the brand and communication design category at the 2026 Red Dot Design Award.

Seven-Eleven launched more than 400 new private-label products in the first half of this year and has been expanding its sales reach by rolling out a delivery service through Coupang Eats.

"Consumer demand for reasonably priced products continues amid high inflation," an industry official said. "Competition in private-label products will persist going forward — not just on price, but also on differentiated quality and trend appeal."