About the report: This MetricsCart Digital Shelf Insights provides an in-depth analysis of Great Value by Walmart in October 2024. In this Great Value report, we examine the top categories, price trends, and consumer preferences across 61896 products.
Introduction
According to Numerator, 72.7% of US consumers purchased Walmart’s Great Value items, making it one of the top private label brands.
Walmart launched Great Value in 1993 as part of its grocery branding strategy. In 2009, customers witnessed major redesign and improvement of Great Value products. The new, improved Great Value products aim to provide families with affordable, high-quality grocery and household consumable options comparable to national brands.
Great Value now has over 100 product categories and is one of the largest food brands in the US.
Highlights
- Pantry Essentials is the leading Great Value category with more than 18000 items.
- The “Great Value Flaky & Buttery Regular Crescent Rolls” have the biggest discount at 45.96%.
- 48,861 Great Value products are priced between $0-5.
- “Great Value Everyday Paper Plate, 8.5″, 100ct, Patterned” has the highest number of reviews at 5.67 million reviews.
Pantry Essentials is the Top Category of Great Value
Great Value products at Walmart are widely available across different categories. The product distribution highlights Walmart’s strategic focus on core grocery categories that align with customer demand for affordability, convenience, and essential staples.
Among the various categories of Great Value, pantry essentials are leading with 18,420 items. The Pantry Essentials category includes a wide range of staple products like rice, pasta, canned vegetables, and condiments—items that are consistently in high demand.
Moreover, they have a long shelf life, making them easier to stock and manage. These products are frequently purchased in bulk and appeal to a broad customer base.
This is followed by Snacks, Cookies & Chips, with 13,735 items, and Frozen Foods, which has 12,639 products. Snacks and frozen foods are popular choices for busy households and students. Frozen foods, in particular, align with the need for cost-effective, long-lasting meal options.
With an extensive selection across these categories, Great Value offers a wide variety of options at Walmart to meet customers’ everyday needs.
READ MORE | Curious about Walmart’s private label brands? Check out our blog on Exploring Walmart Private Label Brands.
Flaky & Buttery Regular Crescent Rolls is the Highest Discounted Great Value Product at Walmart
Great Value products have some great discounts that attract customers. Their discount strategy reflects a strategic approach to drive value perception, stimulate impulse buying, and compete against mainstream brands.
The “Great Value Flaky & Buttery Regular Crescent Rolls” have the biggest discount, at 45.96%. The second-most discounted product is the “Great Value Salt & Vinegar Potato Chips,” with a 37.88% discount.
These discounted items are popular snack and bakery products that have broad appeal to consumers. They are often impulse buys or convenience foods, making them strong candidates for promotional discounts.
Other discounted products include “Great Value Spring Water” at 35.77% and “Great Value Ground Black Pepper” at 35.02%. Discounts on staple items like water and black pepper attract loyal, budget-conscious shoppers. This builds customer loyalty while reinforcing Walmart’s image as a cost-effective shopping destination.
Price Distribution of Great Value Products
Great Value products are mostly priced in the lower range, with a majority of items less than $5.
According to MetricsCart data experts, 48,861 Great Value products are priced between $0-5. These items likely include pantry staples, snacks, condiments, and essential household goods.
Moreover, Walmart’s Great Value brand is built on its Everyday Low Price (EDLP) strategy, where prices remain consistently low, unlike competitors that rely on frequent discounts or promotions.
Thus, the number of Great Value products decreases significantly as price ranges increase:
- $5–$10: 10,543 products
- $10–$15: 1,873 products
- $15–$20: 401 products
- $20–$25: 217 products
Higher price ranges typically include specialized products or bulk-packaged items like multi-serving food products, larger household items, or premium versions of essentials.
There are few products priced between $15 and $25, with only 401 in the $15–$20 range and 217 in the $20–$25 range. These price points likely include items sold in bulk (e.g., family-sized packs) or specialty goods.
Rating & Review Distribution of Great Value Products on Walmart
Great Value products show a high count of items with a rating of 4, indicating strong customer satisfaction. However, fewer products achieve the highest rating of 5. Interestingly, higher ratings do not always correlate with higher prices. Let’s look into this in detail.
The highest concentration of products (35,202) falls under the 4-star rating, with an average price of $2.79, which is the lowest across all categories. Customers tend to give 4-star ratings for products that meet or slightly exceed their expectations. This suggests that Great Value products deliver solid quality and affordability, aligning with the brand’s promise.
The 3-star rating category has the second-highest number of products, with an average price slightly higher than the 4-star group, at $3.81. 3-star ratings often reflect products that may have minor flaws or lack quality.
The moderately higher price suggests this group includes items that are slightly more specialized or less frequently purchased, such as niche grocery products or household supplies.
Only seven products exist in the 1-star category, with the highest average price at $11.37. There are 3,797 products with an average price of $7.83 and a 2-star rating. The low number of 1-star and 2-star products highlights Walmart’s success in managing the Great Value product line to minimize dissatisfaction.
In addition, only 2,193 products fall under the 5-star rating, but their average price is notably higher at $8.61. High ratings indicate that customers perceive these products as exceptional in terms of quality, performance, or value for money. Moreover, the higher price suggests these products contain specialty items, premium offerings, or bulk packs.
The “Great Value Everyday Paper Plate, 8.5″, 100ct, Patterned “ leads with an impressive 5.67 million reviews, maintaining a high average rating of 4.7, reflecting its popularity and customer satisfaction.
Great Value Ultra Strong Paper Towels, 6 Double Rolls with 4,030,159 reviews and 4.7 rating, holds the second position, followed by Great Value Everyday Paper Plate, 8.5″, 300ct, Patterned with 2,163,454 reviews, 4.7 rating.
Top-rated products are non-perishables like paper towels and paper plates, which are household essentials in consistent demand, especially for cleaning and daily tasks. The high review count indicates that customers value the product’s quality and performance relative to its price.
READ MORE | Want to Know Why People Shop at Walmart? Check out Understanding the Consumer Behavior at Walmart: Expectations and Implementations
Conclusion
The success of Walmart’s Great Value brand stems from a combination of low pricing, high quality, strategic partnerships, and a broad product offering. Walmart’s focus on meeting consumer needs has positioned Great Value as a leader in the private-label market.
By continually delivering on quality and affordability, Great Value maintains customer satisfaction and trust, driving its dominance across key product categories. If you want to dominate your market like Great Value, you need to adopt a data-driven approach to understand consumer behavior, optimize product content, and monitor performance.
This is where tools like MetricsCart’s digital shelf analytics software become a need of the hour. It helps you track your product performance, refine pricing strategies, and respond effectively to competitors in real time.
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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