The fastest-growing private label brands are…
One discount retailer has two of the five private label brands showing the highest sales volume increase during 2024.
The Walmart Bettergoods and Target Dealworthy brands are the fastest-growing private label brands of the year, each increasing sales volume by more than 200%. According to the latest "Private Label Trends Tracker" data from Numerator.
Rounding out the top five were Bulleyes Playground (Target, +109%), Choceur (Aldi, +83%) and B Pure (Dollar Tree, +75%).
In addition, five Walmart brands had more than 50% U.S. household penetration in the past year, including Great Value (86% purchased), Equate (74%), Mainstays (70%), Marketside (69%) and Freshness Guaranteed (68%).
[READ MORE: This retailer dominates private label household penetration]
Across 10 major product sectors, Numerator data indicates that private label products accounted for nearly one-quarter of unit volume (24%). The sectors with the highest private label share were office (37.8%), home & garden (31.5%), tools & home improvement (29.3%) and household (27.2%).
Looking at consumer behavior regarding private label products, numerator found that more than four-in-10 (42%) surveyed consumers purchase private label items to save money.
Almost six-in-10 (59%) surveyed consumers say private label brands offer an above-average value for their price. However, fewer than one-in-three (27%) consumers think that private label items are as good as name brands.
Other findings
- Almost all (99.9%) U.S. households purchased a private label grocery item in the past 12 months, followed by health & beauty (99.2%), household products (98.9%) and home & garden (97.6%).
- Private label items accounted for 33.9% of the warehouse club channel (e.g., Costco, Sam’s Club), followed by mass merchandise (e.g. Target, Walmart, 28.5%), office (28.3%), home improvement (27.9%) and pet (25.7%).
- 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 70%, respectively, of their overall sales volume. Costco (35%), Sam’s Club (34%), HEB (34%), Walmart (31%), Lowe’s (30%), Dollar Tree (29%), Kroger (28%), Home Depot (25%) and Target (25%) also see one-quarter or more of their overall sales volume come from private label products.
- Only 3% of Amazon’s sales volume is attributable to its private label brands.
