About the Report
This report reviews the brand performance of Good & Gather, Target’s in-house food and beverage label, evaluating its market presence, growth trajectory, and competitive positioning.
We review the brand’s product offerings, consumer perception of Good & Gather on Target and how it positions itself within the larger digital grocery market.
The report was created by monitoring over 28,036 products listed from February 4 to February 17 on Target.
Introduction
Good & Gather debuted in Target stores in September 2019, and since then, the private label brand has become a consumer favorite. From its launch, Good & Gather on Target has rapidly gained traction in the competitive food and beverage sector.
Despite expanding its food assortment, Target has historically struggled to establish itself as a primary grocery destination, particularly when compared to category leaders such as Walmart.
While Target offers well-known snack brands, its grocery selection often feels supplementary rather than central to the shopping experience. As a result, grocery purchases at Target are typically incidental, added to carts already filled with beauty, household, and office supplies.
But with a focus on quality, affordability, and convenience, Good & Gather has become a cornerstone of Target’s grocery offerings.
In 2023, Good & Gather expanded its portfolio with the launch of Good & Gather Baby and Good & Gather Toddler. This new line introduced specially crafted products for babies and toddlers, marking a significant milestone in the brand’s growth.
This report offers valuable insights into Good & Gather’s journey and its impact on Target’s success in the grocery sector.
MetricsCart gives a comprehensive overview of how the brand has captured consumer attention and how it compares to other products on the market.
Highlights
- Milk is the most popular Good & Gather product with a total of 18,661 ratings.
- Most of the products are priced under $6 due to the brand’s budget-friendly nature.
- The USDA Choice Angus T-Bone Steak is the most expensive product in the brand’s lineup, priced at $43.37 per pound.
- The highest rating of 4.56 has been secured by the budget-friendly range of $0 to $2.
- Overall, with a consistent average price of around $4.30, Good & Gather products are a customer favorite at Target.
Good & Gather Milk Is the Most Popular Product With a Total of 18,661 Ratings
Among Good & Gather’s dairy offerings, the Organic Whole Milk stands out as a top-rated Good & Gather product on Target, boasting an impressive 18,661 ratings, followed by Bananas with 13,535 ratings, and the Purified Drinking Water 24-pack with 9,100 ratings.
This product has garnered positive reviews for its taste, quality, and affordability. Customers appreciate its smooth flavor and the value it offers compared to other organic milk options.
The Organic Whole Milk is a preferred choice for health-conscious consumers. Its consistent availability and competitive pricing further contribute to its strong market performance.
This trend highlights a critical insight for e-commerce brands: staple products drive consistent demand and foster repeat purchases. Prioritizing essential items with broad appeal can significantly strengthen customer loyalty and increase lifetime value, offering a strategic advantage in today’s competitive online marketplace.
READ MORE | Want to know more about private label brands? Check out our blog on Understanding the Potential of Private Label Brands.
The Largest Pricing Category Is the $2–$4 Range, Encompassing 11,824 Items
When it comes to balancing quality and affordability, Good & Gather stands out as a key performer within Target’s grocery lineup. A closer look at pricing reveals a deliberate and effective strategy: the majority of Good & Gather products on Target are priced under $6, positioning the brand as a go-to choice for budget-conscious shoppers.
The most dominant price category is the $2–$4 range, accounting for an impressive 11,824 items. Not far behind, the $0–$2 range includes 5,140 items, reinforcing the brand’s focus on making everyday essentials accessible to a wide audience.
This value-first pricing approach not only drives high sales volume but also strengthens brand loyalty, particularly in an inflation-sensitive market. By offering quality grocery staples at affordable price points, Target is effectively turning Good & Gather into a household name for millions of American families, further solidifying its competitive edge in the private-label grocery space.
Good & Gather Delivers Everyday Staples for Under $0.60 at Target
By offering essential items like bananas for just $0.29 each, cut green beans at $0.55 for 14.5 oz, golden sweet corn at $0.55 for 15.25 oz, and tomato sauce at $0.55 for 8 oz, Good & Gather positions itself as a trusted, budget-friendly option for millions of shoppers.
This value-driven approach not only boosts sales volume but also builds lasting customer loyalty, which is a key growth factor within Target’s private-label portfolio.
USDA Choice Angus T-Bone Steak Tops Good & Gather’s Price Range at $43.37 per Pound
While the brand built its reputation on affordable everyday essentials, its strategic expansion into premium protein categories reveals Target’s sophisticated understanding of modern consumer behavior.
Good & Gather’s top-tier products are exclusively high-quality proteins, led by USDA Choice Angus T-Bone Steak at $43.37 per pound. This is followed by USDA Choice Angus Petite Sirloin Steak ($31.37/lb), a 12-pound Cook-in-Bag Homestyle Turkey ($29.99), USDA Choice Angus Beef New York Strip Steak ($21.59/lb), and Wild-Caught Sea Scallops ($19.99/16oz).
By offering restaurant-quality proteins at competitive price points, Target elevates its private label’s perceived value while keeping these purchases within the same trusted brand ecosystem.
Target’s premium Good & Gather offerings demonstrate how private label strategies can simultaneously address value shoppers’ needs, further creating opportunities for higher-margin purchases that ultimately strengthen customer loyalty across multiple price segments.
Target’s Good & Gather Value Items Ranging $0 – $2 Earn Highest Ratings and Dominate Consumer Engagement
Target’s Good & Gather line demonstrates a fascinating inverse relationship between price and customer satisfaction. Budget-friendly products in the $0-$2 range dominate both in ratings with 4.56 stars, and engagement, with nearly 7 million reviews, establishing themselves as the brand’s standout performers.
While customer satisfaction shows a slight decline through mid-tier price points ($4-$10 range), premium offerings above $10 rebound impressively with a 4.42 rating. This pattern reveals a strategic sweet spot at both ends of the pricing spectrum.
Value-conscious shoppers find exceptional satisfaction with Good & Gather’s most affordable essentials, while those seeking premium options also report strong experiences. The data suggests Target has most effectively met customer expectations at these two price extremes.
Target’s Good & Gather line has also captured exceptional consumer approval, with 12,351 products with five-star and 14,950 products with four-star ratings in total. The minimal presence of negative experiences, just 669 products with three-star, 47 products with two-star, and just 19 products with zero-star ratings, reveals remarkable product consistency across the brand’s lineup.
This striking ratio of positive to negative Good & Gather reviews on Target confirms that the private label brand successfully delivers on its dual promise of quality and value, reinforcing Good & Gather’s position as a standout performer in the competitive private label market.
Good & Gather Line Anchors Target’s Value Proposition With Consistent $4.30 Average in Early February
Target’s Good & Gather line demonstrated remarkable pricing consistency during the early February period, maintaining an average price point of approximately $4.30 across its product portfolio.
This two-week window saw minimal fluctuation, just ten cents between the highest ($4.33 on February 4 and 10) and lowest ($4.23 on February 12) daily average, despite variations in available product counts ranging from 1,945 to 2,342 items.
This pricing stability reflects Target’s commitment to providing customers with dependable value, allowing shoppers to budget confidently, resonating with Good & Gather’s position as a reliable private label option that balances quality with consistent affordability.
READ MORE | Interested in the brand performance of Stanley on Target? Check out our report on How Stanley Dominates Target’s Digital Shelf: A Deep Dive into Prices & Reviews.
Conclusion
Good & Gather’s remarkably consistent pricing, overwhelmingly positive customer reviews, and powerful performance in affordable categories demonstrate how Target has successfully positioned Good & Gather as both accessible and aspirational.
As retailers continue to compete for grocery dollars, Good & Gather’s performance metrics offer valuable insights into a successful private label strategy: focusing on exceptional value in high-volume essentials, maintaining pricing stability to build consumer trust, and selectively extending into premium categories while preserving the brand’s quality promise.
Target’s approach with Good & Gather offers a compelling blueprint for retail brands seeking to balance value perception with premium potential. A digital shelf analytics solution like MetricsCart can provide the most relevant and actionable insights to elevate your e-commerce game.
Disclaimer: MetricsCart is the exclusive owner of data used in the Digital Shelf Insights reports. Any kind of third-party usage entails due credit to the source material.
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