Walmart's bettergoods Ranks As Top Retail Private Brand
Sales of private label products remain strong and retailers continue to expand their assortments as more consumers are finding the equation of value and quality of store brand products a winning solution.
While private label products have historically been viewed as the antithesis of national brands, today this is no longer the case. As retailers continue expanding their store brand assortments, they are focused on positioning their proprietary product selections in the eyes of consumers as national brands.
According to Numerator, several names from leading retailers top the list of private label brands of 2024. They include:
- bettergoods (Walmart)
- Dealworthy (Target)
- B Pure (Dollar Tree)
- Buc-ee's (Buc-ee’s)
- Stonemill (Aldi)
- Mama Cozzi's (Aldi)
- Anvil (Home Depot)
- Auden (Target)
- Bullseyes Playground (Target)
- PurAqua (Aldi)
RELATED: Store Brand Sales Hit Record High
Walmart’s bettergoods was launched in April of 2024 and caught the attention of the retail marketplace. The initial assortment of some 300 items touched a host of product categories including frozen, dairy, snacks, beverages, pasta, soups, coffee, chocolate, and more with most items priced at less than $5.
At the time of the bettergoods launch, Scott Morris, Walmart’s senior vice president, told Store Brands the retailer has been on a mission to make quality food accessible for its customers.
“Today’s customers expect more from the products they purchase – including private brands,” he said. “They want more choices, elevated quality, and a variety of ingredient flavors and textures, as well as plant-based options and products made without certain ingredients, such as gluten. Bettergoods is our response to this customer trend.”
Target’s dealworthy line has been on store shelves for nearly a year. The collection launched in February of 2024 with nearly 400 products that spanned apparel & accessories, essentials & beauty, electronics, and home items. Starting at less than $1 and with most priced less than $10, the prices on dealworthy items are among the lowest guests will find across Target's assortment, the retailer said.
Also of note on the Numerator list are three brands from Aldi; Stonemill, Mama Cozzi’s, and PurAqua. The grocer grabbing three spots on the Top-10 should come as little surprise given its continued growth during 2024. A recent report from the discount grocer revealed that 25% of Americans now shop in its stores regularly.
