Retailers are revamping their private label products to attract more buyers seeking high quality and affordable prices. This shift goes beyond just updating packaging designs.
Major retailers like Walmart, CVS, and Gopuff are moving away from outdated, generic packaging. They’re now opting for vibrant, modern designs with eye-catching graphics and friendly branding. This fresh approach aims to appeal to both affluent shoppers and budget-conscious consumers, giving private label products a new and enticing look.
Walmart and CVS Expand Their Private Label Lines
Walmart is spearheading this trend with its new private grocery brand, bettergoods. This is Walmart’s largest private label launch in decades, featuring 300 unique items, including frozen foods, dairy products, snacks, drinks, pasta, soups, coffee, and chocolate. Most items are priced under $5, making them accessible to many customers. The bettergoods packaging uses bold colors and clear imagery, focusing on a clean and consistent appearance.
Walmart aims to attract cost-conscious shoppers by offering “a new elevated experience with quality, chef-inspired foods at excellent prices.” Unlike many private labels that mimic national brands but cost less, bettergoods features unique products exclusive to Walmart. This strategy introduces customers to novel flavors and concepts, helping Walmart stand out from competitors.
CVS is also refreshing its private label offerings with the new Well Market line, which includes snacks, beverages, and groceries. Well Market’s packaging features a friendly cursive logo, making the products look more appealing and less clinical. The designs balance functionality with shelf appeal and clearly present nutritional information, aiding busy shoppers in making quick decisions.
Gen Z Consumers and Gopuff’s New Premium Brand
Private label products are gaining popularity among Gen Z consumers. A survey by the Private Label Manufacturers Association reveals that 64% of Gen Z shoppers prefer private label products, with 51% choosing their shopping destination based on these offerings. Gen Z values sustainability and environmental responsibility, driving interest in private label products that meet these criteria.
Gopuff, known for its delivery services, is also expanding its private label offerings to appeal to Gen Z. The company has enhanced its private label brand, Basically, with a new line called Basically Premium, featuring high-quality products. The expanded Basically brand includes gluten-free beef sticks, aluminum-bottled spring water, and premium coconut water. Gopuff aims to have at least 20% of its orders feature private label items, highlighting the brand’s growing influence.
The Future of Private Labels
The rise of private label products reflects a growing trend as retailers adapt to consumer preferences. By improving product quality and design, stores like Walmart, CVS, and Gopuff are attracting a wider range of customers. The updated packaging makes these products more appealing, while unique and high-quality items help retailers stand out in a competitive market.
With more consumers, particularly Gen Z, seeking products that combine quality and affordability, private label brands are set to become even more popular. Retailers are not only providing cheaper alternatives to national brands but also creating products that excite consumers. This shift is changing perceptions of private labels, making them a smart choice for those seeking value and quality.