Walmart is refreshing the look of its Great Value private label, rolling out brighter, more modern packaging across roughly 10,000 items over the next 18 to 24 months while keeping products and prices unchanged.
Key Takeaways
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Great Value gets a design upgrade: New, more colorful and streamlined packaging will debut first on snacks, then spread to staples like cereals, cream cheese and sour cream, aiming to make items easier to spot on shelves and in the Walmart app.
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Rebrand targets perception and higher-income shoppers: Executives say customers like Great Value’s price and quality but saw the old look as a “compromise,” so the refresh is meant to boost pride of display and support Walmart’s growing appeal with higher‑income and younger shoppers who increasingly embrace private labels.
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Private brands gain share and status: Great Value now reaches 87% of U.S. households and sits within a private‑label grocery market that has climbed to about 20% share, as Gen Z and other consumers shed stigma around store brands and sometimes treat them as a “badge of honor” alongside national labels.
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