Private Brands Convert Supermarket Shoppers to Super Center Customers

Walmart cartPrivate Brands from supercenters have consumers turning away from traditional grocers. About 60% of American adults shop for groceries at supercenters, including 57% who grocery shop at either Walmart or Super Target and 37% who shop at both supercenters and traditional supermarkets, according to a recent report by Packaged Facts.

The report, “The Supercenter Grocery Shopper: U.S. Consumer Patterns at Walmart, Target, Meijer and Fred Meyer,” points out that Private Brands from supercenters rival national brands in terms of price, value and quality, intensifying consumer perception that supercenters are viable alternatives to supermarkets when purchasing food.

Overall the report found price, in addition to quality, is a driving force behind where people shop and what products they buy. 52% of Walmart customers shop at their favorite stores because of the prices and about 60% say they always look for special offers. Despite being more affluent consumers, Target shoppers are swayed by coupons to try new products, look to clearance items and are most likely to visit a store because of a sale.

Findings published in the report show 60% of customers who purchase Private Brand foods claim to shop at Walmart. The super center’s Great Value brand proves popular with consumers, especially those seeking alternatives to national offerings in dairy, frozen food, meat, snack and dessert segments. The product line also points out the presence or absences of potential food allergens on product packaging. In an effort to provide healthier food options at affordable prices, Walmart began reformulating thousands of packaged foods including Great Value items.

Target’s expansion of its Archer Farms Private Brand into a variety of premium internationally inspired products has made the corporation popular with several influential grocery shopper segments such as, Latinos, Asians and foodies. The product line is also certified organic, enhancing its appeal to a growing population of health conscious Americans.

In other super center news:

MPB SIGHTLINE - Walmart -croppedA Closer Look at the Walmart Private Brand Portfolio

For a indepth analysis of Private Brands at Walmart watch for the new series of challenging, insightful and in-depth reports of retailers’ Private Brand portfolios and the business strategies that make them successful called SIGHTLINE. My Private Brand SIGHTLINE: The 2013 Walmart Private Brand Portfolio. My Private Brand President Christopher Durham has collaborated with retail branding, Perry Seelert, to cut into the world of Walmart’s own brands like no one has ever done before. This unique SIGHTLINE  will take a look at Walmart’s Private Brand portfolio beyond Great Value, it will tell the untold story of the Walmart Private Brand portfolio and present an analysis spanning more than  300 pages dedicated specifically to Walmart’s 50+ Private Brands, including:

  • An overarching look at the Private Brand portfolio across each department as well as each brand role in the Private Brand architecture.
  • The Top 10 Walmart Private Brand strategies and insights
  • The Top 10 opportunities for retailers, manufacturers and national brands to compete with Walmart Private Brands
  • The first ever marketing, merchandising and design analysis of the Walmart Private Brand portfolio

Sightline is the must-have report on Walmart private brands for all retailers, manufacturers, national brands and analysts.

The SIGHTLINE: 2013 WALMART PRIVATE BRAND PORTFOLIO will be available within the next few weeks – Stay Tuned!

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The MPB SIGHTLINE: The 2013 Walmart Private Brand Portfolio report will be available soon in limited quantities and may quickly sell out. Join our no-obligation reservation list to get first crack at ordering the report and receive a 10% discount off the regular $4,999. As soon as the report is ready, we’ll email you your coupon and you’ll have 30 days to purchase a single unit at the reduced price. There is no obligation to purchase.


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Perry Seelert is retail branding and marketing expert, with a passion for challenging conventional strategy and truths. He is the former co-founder of united*, CMO of Daymon Worldwide and VP of Saatchi X and has strategically partnered with retailers and CPGs like Lowes Home Improvement, Pepsi, P&G, CVS, A&P and many others.