This week public radio stalwart Marketplace and senior reporter Annie Baxter ran a great piece on Minneapolis based retailer Target and their effort to differentiate with private brand.
Target seeks grocery lift from private-label foods
Grocery at Target is a $20 billion business. But it doesn’t drive a lot of traffic. Those who buy groceries at Target stores usually have come to purchase something else.
“Today they shop for food while they’re at Target, and we want them to think of us more at the forefront of their minds,” said Amanda Irish, vice president of Owned Brand Food and Essentials for Target.
Irish said Target’s strategy for spiffing up grocery includes strengthening its three private-label food brands.
They provide a kind of value ladder, with some of the least expensive items housed in Market Pantry, and the more expensive “wellness” items found under Simply Balanced.