Over the last two decades, United States private label and store brands have gained a larger part of the retail market. Private labels enjoyed strong positions in the apparel sector for decades, but recently private label has been growing in food, consumer packaged goods and specialty products as well. Private label has grown from approximately 10% for many sectors to as much as 40% today. During the same period, European private labels have been even more successful. In addition, some apparel and home furnishing retailers in both the US and Europe, along with grocery chains like Aldi, have seen nearly 100% of their sales coming from private label products.