Five Walmart Private Brands Most Popular With Consumers
Walmart has the top-5 private label brands in the U.S. in terms of household penetration according to a new survey from Numerator, which also found that 100% of consumers have purchased a store brand grocery item over a 12-month period that ended in June.
Numerator’s Private Label Tracker, which provides data from its TruView and Insights offerings covers 12 months through June 30, 2024, Its data revealed that consumers purchased private label products in categories including health & beauty (99.2%), household (98.9%), and home & garden (97.6%) over the same 12-month period.
Across 10 major product sectors, private label products accounted for nearly a quarter of unit volume (24%). The sectors with the highest private label share were office (38.7%), home & garden (32.5%), tools & home improvement (29%), and household (26.7%). The other sectors analyzed were grocery (23.8%), baby (22.7%), pet (17.6%), health & beauty (17.4%), toys (16.1%), and electronics (11.1%).
Five Walmart brands had more than 50% U.S. household penetration in the past year, including Great Value (86% purchased), Equate (75%), Mainstays (70%), Marketside (69%), and Freshness Guaranteed (67%). Private brands from Dollar Tree, Aldi, Target, and Costco rounded off the top 10 private label brands by household penetration.
Not surprisingly, 8 in 10 units sold at Aldi were private label products. Among 20 of the largest U.S. retailers, Aldi and Trader Joe’s rely most heavily on private label products, with their owned brands accounting for 80% and 69%, respectively, of their overall sales volume. Costco (34%), Sam’s Club (33%), HEB (33%), Walmart (30%), Dollar Tree (29%), Lowe’s (28%), and Kroger (27%) also see more than a quarter of their overall sales volume come from private label products.
Club stores saw the largest private label share based on total units sold. Private label items accounted for 33.1% of the club channel (e.g., Costco, Sam’s Club), followed by office (30.3%), mass (Target, Walmart, 28.0%), home improvement (26.8%), and pet (25.5%).
Kroger’s Smart Way led in private label growth. Launched in late 2022, the Smart Way brand was the fastest-growing private label brand in the past year, increasing sales volume by +135%, followed by B Pure (Dollar Tree, +92%) Complete Home (Walgreens, +59%), Market Basket (Dollar Tree, +54%), and Skyra Icelandic (7-Eleven, +52%).
