Walmart owns the top 5 private label brands

Nearly half (43%) of surveyed consumers purchase private label items to save money, but not all are convinced that they offer the same quality. Some 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

Across 10 major product sectors, private label products accounted for nearly a quarter of unit volume (24%). The sectors with the highest private label share were Office (38.7%), Home & Garden (32.5%), Tools & Home Improvement (29%), and Household (26.7%). The other sectors analyzed were Grocery (23.8%), Baby (22.7%), Pet (17.6%), Health & Beauty (17.4%), Toys (16.1%), and Electronics (11.1%)

Just about every U.S. household purchased a private label item in the past year. All U.S. households purchased a private label grocery item in the past 12 months, followed by Health & Beauty (99.2% of households), Household Products (98.9%), and Home & Garden (97.6%). The sectors that saw the most change were Home & Garden (-2.8% HHP vs. YA) and Electronics (-1.8% HHP).

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 69%, respectively, of their overall sales volume. Costco (34%), Sam’s Club (33%), HEB (33%), Walmart (30%), Dollar Tree (29%), Lowe’s (28%), and Kroger (27%) also see more than a quarter of their overall sales volume come from private label products. Only 3% of Amazon’s sales volume is attributable to private label

Walmart’s private label brands dominate the competition. Five Walmart brands had over 50% U.S. household penetration in the past year, including Great Value (86% purchased), 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.

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