Walmart’s private-label brands dominate the competition, with five of its in-house offerings securing over 50% U.S. household penetration in the past year, while Kroger’s “Smart Way” brand was the fastest-growing such initiative in the past year, increasing its sales volume by +135%.
Both those findings are in the latest “Private Label Trends Tracker” report from Numerator, a data and tech company serving market researchers. The report provides an ongoing look at private-label performance across product sectors, channels and retailers, as well as consumer sentiment from verified buyers of store-brand products.
Overall, the study found that nearly all U.S. households purchased private label products in grocery, health & beauty, household, and home & garden categories over the last 12 months, and private-label products accounted for 24% of total units sold across 10 major product sectors.
As for Walmart, its market-leading private labels were Great Value (86% purchased by participating households), Equate (75%), Mainstays (70%), Marketside (69%) and Freshness Guaranteed (67%). Dollar Tree, Aldi, Target and Costco rounded off the top 10 private label brands by household penetration.
Kroger’s “Smart Way” brand, meantime, was the fastest-growing private label brand in the past year, followed by B Pure (Dollar Tree, +92% growth) Complete Home (Walgreens, +59%), Market Basket (Dollar Tree, +54%) and Skyra Icelandic (7-Eleven, +52%).
For all their growth, private labels still have their doubters among shoppers, the study finds. Though nearly half (43%) of surveyed consumers purchase private-label items to save money, not all are convinced that they offer the same quality. 58% say private-label brands offer an above-average value for their price, but less than 1 in 3 (29%) think they are as good as name brands.
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