Walmart Dominates Private Brand with Top Five Spots in U.S. Rankings – VELOCITY LIVE!

The latest episode of Velocity This Week Live, aired on Wednesday, August 14, highlighted breaking news, industry insights, and exciting developments in the world of private brands and retailer-owned brands. Hosted by Christopher Durham, President of the Velocity Institute, and Laraine Durham, VP of Marketing and Events at the Institute, the broadcast covered key updates from major retailers, including Walmart, Kroger, Ocado, 7-Eleven, and more.

Christopher kicked off the episode by welcoming viewers and reiterating Velocity This Week Live’s mission as a go-to source for private brand news and updates. Laraine outlined the format, which includes breaking news, industry insights, and a spotlight on upcoming events in the private brand sector. The duo encouraged viewers to stay connected by liking, subscribing, and engaging during live streams.

Walmart Leads Private Brand Market

Walmart continues to dominate the retailer-owned brand landscape, securing the top five spots in the U.S. private brand market. According to the latest data from Numerator, Walmart’s private brands such as Great Value and Equate are leading in household penetration. Meanwhile, Kroger’s Smart Way brand is rapidly growing, with a 135% increase in sales, signaling a shift in consumer preferences toward private brands.

Ocado Launches Reusable Packaging Pilot

Ocado, a leading British online supermarket, introduced a pilot program aimed at reducing single-use plastic by launching pre-filled, refillable containers for products like pasta and laundry detergent. This initiative, part of Ocado’s sustainability efforts, aims to make eco-friendly shopping more convenient for consumers.

Grocery Outlet Expands Private Brands

Grocery Outlet is rolling out a new retailer-owned brand assortment, starting with its SimplyGO line. Additional brands such as GO Home & Haven and GO Paw & Pamper are expected later this year, underscoring the retailer’s commitment to providing customers with high-quality, affordable products.

7-Eleven Unveils New Private Label Beverages

7-Eleven expanded its 7-Select beverage lineup with two new drinks: 7-Select Fusion Energy and 7-Select Rehydrate. These drinks cater to health-conscious consumers seeking energizing and hydrating options.

Topco’s Basket & Bushel Partners with Tennis Channel

Topco’s Basket & Bushel private brand teamed up with the Tennis Channel to launch a new marketing campaign featuring fresh produce and tennis-themed recipes. The campaign includes a sweepstakes offering a chance to win a trip to the 2025 Cincinnati Open tennis tournament.

Velocity Institute Sustainability Summit

The episode wrapped up with exciting news about the upcoming fifth edition of the Velocity Institute Sustainability Summit. The event, set for October 22-23, 2024, in Phoenix, Arizona, will bring together leaders in the retailer-owned brand and sustainability sectors to discuss the future of sustainable private brands.

Velocity This Week Live airs every Wednesday at 1:00 PM EST on LinkedIn and YouTube. Stay informed on the latest in private brand news and join the conversation during live streams.

By Christopher DurhamPublished On: August 14th, 2024Tags: private brand

About the Author: Christopher Durham

Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.