2024 Game Changers: Dollar General's OhGood!
Sales of private label products across numerous categories saw strong growth in 2023, and retailers and suppliers alike are working to keep that momentum going. With consumer expectations for store brand products perhaps higher than ever, the pressure is on to bring to market high value products that meet the demands of today’s shoppers who are seeking quality and value.
RELATED: See the complete list of 2024 Game Changers honorees
The honorees in Store Brands 2024 Game Changers played a role in continuing to raise the bar in the world of private label. From the work of the six individuals honored this year to the products and programs developed by retailers and suppliers, the quality of store brand products now on the shelves are driving sales and giving shoppers additional choices at retail.
Dollar General
OhGood!
For nearly three years, Dollar General has been expanding its healthcare offerings with the goal of meeting the needs of its shoppers while also establishing the discounter as a destination for health products. That effort included the launch of its OhGood! assortment in late 2022.
The OhGood! line of gummy vitamins supplies nutrients that help make maintaining an everyday wellness routine and receiving daily nutrition easy and affordable. The entire line is priced between $5 and $7 and includes products made with clean ingredients, natural flavors while being non-GMO and gluten free. Additionally, select products within the line are vegan or vegetarian.
According to Albert Wu, Dollar General’s chief medical officer, vitamins and supplements can be beneficial for many customers, particularly those with certain medical conditions or dietary restrictions. The gummy format provides an option that may promote adherence to a daily regimen. Ultimately, in addition to improving health, these products make it easier for consumers to stay on budget while prioritizing their wellness goals.
Jackie LI, Dollar General’s senior vice president of private brands and global sourcing, said OhGood! delivers a high-quality gummy supplement but is also convenient and accessible. Recently, the company’s research indicated that Dollar General offers a price advantage over most food and drug retailers, with prices that are competitive with even the largest discount retailers, further driving home DG’s mission of Serving Others.