Evolving Consumer Demand Drives Gopuff's Private Label Growth
Gopuff’s assortment of private label products continues to grow with the online retailer most recently adding a premium selection to its Basically own brand.
The new assortment that debuted at the end of May includes items made with fewer artificial colors, flavors, and preservatives, according to the company. Among the new products are gluten-free Beef Sticks made with 100% USA Beef with no synthetic nitrates, nitrites, artificial flavors, or preservatives, Premium Coconut Water, and Aluminum-Bottled Spring Water.
With new products now available and more in the pipeline, what’s next for Gopuff as it works to expand its private label mix and meet the needs of its customers? Bri Waldoch, director of Private Label at Gopuff, spoke with Store Brands and shared insight into the new product line and what’s driving this growth.
"We’re not sticking to generic private label products and flavors you can find everywhere. We’re taking a customer- and data-driven approach and tailoring each product to our customers."
— Bri Waldoch, Gopuff
STORE BRANDS: Gopuff recently expanded its Basically brand. What drove this growth?
BRI WALDOCH: We expanded our private label offering in response to consumer demand and our customers are loving it. We introduced the first Basically products in January 2022, and now, just two years later, nearly 20% of all Gopuff orders include at least one private label product. Our items consistently rank among Gopuff’s most-ordered products. Given this incredible reception from our customers, coupled with the rising cost of living, we’re committed to providing customers with a greater assortment of high-value, quality products specifically designed to meet their unique tastes.
STORE BRANDS: What are some of the featured new products added to the Basically brand?
WALDOCH: New Basically products include an organic iced tea-lemonade mix, cookie bites, puppy pads, premium beef sticks and more. Later this year, Gopuff will also introduce sparkling water, premium coconut water, and baby wipes to the Basically brand.
STORE BRANDS: Why the addition of premium products?
WALDOCH: Our focus is always on our customers and we are constantly seeking ways to fill gaps in our assortment and evolve our offerings to meet their needs. Launching a premium offering was no exception. First, we noticed a growing interest in premium flavor combinations and high-value products. Simultaneously, there was a surge in demand for trending items like 'freeze-dried candy,' popularized on TikTok, which we didn't offer at the time. We knew our customers were looking for these items through our internal search data. Recognizing these trends, we saw an opportunity to use our private label to address these gaps. Because these new products didn't align with our existing Basically brand, we created a new brand, Basically Premium, to house these new and unique offerings.
STORE BRANDS: Overall, has Gopuff seen an increase in demand from its customers for private label products?
WALDOCH: Yes! Our customers are loving both Basically and Goodnow. Nearly 20% of all Gopuff orders include at least one private label product, and our items consistently rank among Gopuff’s top sellers. Moreover, the rapid adoption rate of new Private Label SKUs indicates that customers recognize and trust our brands.
STORE BRANDS: What is driving this growth in demand?
WALDOCH: For Gopuff specifically, I believe it’s our unique approach. We’re not sticking to generic private label products and flavors you can find everywhere. We’re taking a customer- and data-driven approach and tailoring each product to our customers. At the same time, the cost of living continues to increase, driving customers to seek out high-value products.
It’s also worth noting that there’s a broader, industry-wide increase in demand for private label products and I think the reason behind the trend is similar: the surge in popularity of private label brands is driven by continued innovation across the market. Gone are the days of generic store brands. Now we see beautifully designed packaging, high-quality products, unique flavors and offerings, and innovative new launches.
STORE BRANDS: How do the private label products offered by Gopuff differ from the national brands it carries and the private label products offered by competitors?
WALDOCH: At Gopuff, we take a strategic approach to private label product development. We’re not looking to compete directly with our partners. Instead, we look to complement our existing offering. We look for gaps in pack size, flavor, product type, price, etc., and then develop private label products to fill those gaps. Again, it all comes back to the customer. What are they looking for, and are we delivering on those needs in every area?
STORE BRANDS: When developing new products for its private label assortment, what is the overall goal for Gopuff?
WALDOCH: Our goal is to bring our customers a meaningful and valuable experience every time they shop at Gopuff. We’re taking a unique approach to private label, using consumer trend data, surveys, and more to develop products, flavors, and pack sizes that perfectly suit our customers’ needs and tastes.
STORE BRANDS: How is Gopuff marketing its private brands to consumers?
WALDOCH: We recently launched “Gopuff Exclusives,” a dedicated section within our app where customers can find all our products and exclusive offerings. This includes everything from Basically and Goodnow and Gopuff Cookies to the company’s exclusive collaborations with Prime Video, Juvee, and Pure Green. Additionally, we introduced a Basically digital storefront to showcase the wide range of products in our flagship Private Label brand. With an expanded assortment of private label products now available, we are focused on educating our customers about the Gopuff family of products and remain committed to delivering value every day.
