Walmart and its division, Sam’s Club, are the largest grocers in the US, generating around $528 billion in revenue each year. And this is just one segment, in one part of all the businesses Walmart owns.
More than just another grocery retailer, Walmart is, in reality, a multi-division retail powerhouse spanning supermarkets, warehouse clubs, private labels, ecommerce, and global operations. Grocery may anchor its dominance, but the broader engine includes apparel, home, electronics, health, and an expanding portfolio of in-house brands built to compete directly with national labels.
What looks like shelf space is actually a strategy. What looks like a lower price is often margin control. This scale is precisely why exploring Walmart private label brands across categories is not just a product exercise. It is a study in how modern retail power is built and sustained.
What are Walmart’s Private Label Brands in the US
Let’s go a bit back in time. Walmart entered the private label business in the early 1980s. The Walmart Digital Museum confirms that its oldest private label brand, Ol’ Roy, was renamed in 1980 after the founder’s bird dog. Initially, it appeared with plain white packaging with ‘DOG FOOD’ written in black letters.
In the following decades, Ol’ Roy became a bestseller, and other varieties and products were added. The brand grew to become a household name and a testament to the success of in-store brands.
How Many Private Labels Does Walmart Own
Walmart is a private label empire. According to a recent company statement, Walmart has about 90 private brands. Around 21 of those are “billion-dollar” brands (meaning they each generate over $1B in revenue).
Major Walmart private label brands include:
- Great Value – Flagship food and grocery brand across hundreds of categories.
- Equate – Health, beauty, and pharmacy items.
- Mainstays – Home goods like bedding, kitchen storage etc.
- Marketside – Fresh and prepared food items.
- Freshness Guaranteed – Produce and grocery items.
- Pen + Gear – Back-to-school and basic stationery.
- Bettergoods – Newer premium-style food line, launched 2024 with ~300 products.
- George, Time and Tru, Terra & Sky, Wonder Nation – Clothing and apparel lines.
- ONN – Tech and accessories (like budget gadgets).
- Spring Valley – Supplements/nutrition.
READ MORE | Other Popular Private Label Manufacturers in the US
What is the Difference Between Walmart Private Labels and National Brands
The primary difference between Walmart private label brands and national brands is the price. Walmart private label brands offer similar quality products but at a much lower price compared to national brands. Walmart controls the production and distribution of its private labels, allowing for cost savings that are passed on to the consumer. National brands, on the other hand, have higher marketing and distribution costs.
Walmart’s Success with Its Private Labels Comes Mainly from Its In-Store Presence
Back in the 80s, Walmart made private brands matching the organoleptic attributes, i.e., the taste, smell, and touch of the leading brands in a given category.
The interesting part: there were no marketing or R&D costs involved here. The promotional tactic was merely piling up packets and packets of their own brands in the stores. This led to Walmart’s unaided brand awareness over time.
Walmart Connect reports more than 255 million customers visit Walmart and Sam’s Club locations around the world every week. While Walmart’s private brands have been around since the 80s, other big-box retailers, such as Amazon, began selling private labels only in 2009.
Since 2023, the company is experiencing significant growth in its private label sales, especially in the grocery segment.
The Fastest-Moving Walmart Private Label Products Are in the Grocery Segment
Overall, Walmart and Sam’s Club stand out as America’s largest grocers. Based on Walmart’s fiscal year 2025 results (ending Jan. 31, 2025), the US grocery segment is a massive driver of the company’s valuation, bringing in $276 billion in net sales.
Walmart disclosed that approximately 75% of its market-share gains in the food category came from households with annual incomes exceeding $100,000.
READ MORE | Want to know how acquiring Whole Foods is helping Amazon replace national brands with private labels? Explore our article on the advantages of the Amazon Fresh vs. Whole Foods partnership.
Walmart has the best pulse on American customer buying behavior.
John David Rainey, Walmart’s CFO, revealed in a quarterly meeting that Walmart’s shoppers had shown a growing preference for private-label products. The big-box retailer knows how and where the US shoppers are spending. Walmart uses its omnichannel insights to expand or introduce products into categories for targeted customers. This converts into high customer loyalty.
InMarket’s recent data, including reports from 2024 and early 2025, frequently positions Walmart at the top of its Big-Box Fidelity Index. The Fidelity Index is the ratio of the number of store visits to the number of stores.
READ MORE | Understanding the Consumer Behavior at Walmart: Expectations and Implementations
The Sales of Walmart Private Label Brands in the US see an Uptick with Its Digital Transformation and App Redesigns
Back in 2017, Walmart had only 27% private label reach on the e-commerce front. In a two-year time frame, Walmart took the lead in CPG e-commerce sales for private brands at 48%.
In 2020, the company introduced the Walmart+ membership program, similar to Amazon Prime subscription. Even though they introduced this program about 15 years later than Amazon Prime, currently, there are 20 million+ members i.e. one in six US households are Walmart+ members.
In 2022, Walmart rolled out new store designs in select regions, aiming to enhance the overall shopping experience. Walmart calls it ‘Time Well Spent.’ The new store designs focus mainly on apparel and furniture categories. Additionally, the retailer has invested in redesigning its mobile app, focusing on personalization to offer a tailored experience to each individual customer.
And in its fiscal 2026, Walmart’s ecommerce sales exceeded $150 billion with over more than 10% year-over-year growth.
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Top-Selling Walmart Private Brands in the US: Category Wise
Over the years, the grocery segment of Walmart has been consistently growing, with $276 billion in net sales. General merchandise and health are the other categories doing well.
In the US for FY 2025, the general merchandise category accounted for 24.6% of Walmart’s net sales.
The other categories account for a relatively small share of Walmart’s net sales. We have divided the private brands based on categories into the following:
Walmart Private Label Brands in the Category: Grocery
Here are the top Walmart private label brands in the grocery category.
Great Value
Great Value is the only private brand in Morning Consult’s Fastest Growing Brands Report among Meta, Crocs, and Beats by Dre.
Year of launch: 1993
Categories: Fresh & Frozen, Ice Cream, Pantry, Coffee, Bread and Bakery, Beverages, Household Chemicals, and more.
Morning Consult’s Fastest Growing Brands Report shows Great Value in the eighth spot for cream cheese. It was the only private brand on the list. Meta, Crocs, and Beats by Dre topped the list. The report pointed out two key reasons for Great Value to be on the list.
- Food and beverage brands were more on the list due to low price points.
- The budget-friendly cheese option resonated with price-conscious consumers.
A quick price comparison of Great Value cream cheese with Philadelphia cream cheese on Walmart.com shows that the former is priced at 19.3 cents/ounce while the latter is at 34.1 cents/ounce.
Doug McMillon, the CEO of Walmart Inc., boasts Great Value, Walmart’s flagship private label brand, as one of the most successful house brands in the world, generating over $27 billion in annual global sales. By offering competitive prices, maintaining quality standards, and meeting consumer demands, Great Value has carved a niche for itself in over 100 categories.
Marketside
Year of launch: 2008
Categories: Pizza, Soups, Sausage, Vegetables, Salads, Cakes, Flatbreads, Lemonade, and more.
Marketside made its debut as a neighborhood supermarket with chef-inspired meals and fresh quality produce. However, the physical stores closed in 2011. The product range of the brand is still available online.
In 2022, Marketside Angus Beef Frank and Marketside Butter Cup Cookies made it to the PLMA Salute to Excellence Awards under the food category.
Year of launch: 1991
Categories: Fresh Breads, Cookies, Pastries, Cakes, and Cupcakes
Food Industry Association’s In-Store Bakery Report shows that the demand for in-store bakeries is on the rise. This is mainly due to impulse buying among shoppers.
Walmart Private Label Brands in the Category: Health and Beauty
The top private label products in the category of health and beauty by Walmart are:
Equate
Year of launch: 1999
Categories: Personal Health, OTC Medicines, Vitamins, Weight Management, Home Health, and more.
Equate was an independent brand that was formerly sold in Walmart and Target. Walmart took over Equate in the late 90s.
Equate products topping the PLMA 2022 Salute to Excellence Awards under the health category include:
- Equate Epsom Salt Soothing Lavender
- Equate Island Coconut Shea Sugar Scrub
- Equate HydroClean Cordless Water Flosser
- Equate Ultra Light Broad Spectrum Sunscreen Lotion for All Skin Types, SPF 50
Parent’s Choice
Year of launch: 1998
Categories: Diapers, Wipes, Bedding, Baby Food, Baby Care, Training Pants, and more.
When Parent’s Choice was launched, it was only selling baby formula. In 2018, it relaunched the brand with 100 new items and a new logo.
Tiara Rea-Palmer, a deal expert at CouponFollow, explains how the quality of the baby diapers from Parent’s Choice matches that of a national brand. A quick price comparison shows that Parent’s Choice diapers are sold at 18.4 cent/piece. On the other hand, Pampers diapers are sold at 36.8 cent/piece.
ReliOn
Year of launch: 2021
Categories: Blood Glucose Monitors, Blood Glucose Test Trips, Lancets and Lancing Devices, and more.
It is estimated that 1.2 million of America’s diabetic population struggle to afford the insulin they need. A 2018 RAND study points out that consumers are paying four times more for insulin than those in other countries. Walmart launched the first private-label insulin, ReliOn, in partnership with Novo Nordisk.
The retailer intends to make healthcare more accessible. With ReliOn, diabetic customers have saved more than $15 million so far.
Walmart Private Label Brands in the Category: Pet Food and Supplies
The list of top Walmart private label brands under the category of pet food and supplies are as follows:
Ol’ Roy
Year of launch: 1982
Categories: Dog Food and Treats
Ol’ Roy is a budget-friendly dog food private brand of Walmart. The pet category, in general, is one category where consumers have not reduced their spending habits despite rising prices.
For Ol Roy, a price comparison of Chicken and Rice Dog food from 2020 and 2022 shows that prices are up by 32%. At the same time, national brands such as Purina and Royal Canine, prices went up by 54%.
Special Kitty
Year of launch: 1983
Categories: Cat Food and Cat Litter
Special Kitty was introduced at the same time as Ol’ Roy started. The brand is designed for affordability. Private label sales were on the rise in the US between 1997 and 2002.
In 2005, Special Kitty had a 19% market share, outperforming competitors like Purina. This was primarily due to its retail locations and the super-low prices at Walmart. The brand is widely opted for by customers who feed cat colonies.
Pure Balance
Year of launch: 2012
Categories: Dog Food and Cat Food
Pure Balance is Walmart’s super premium brand for dogs and cats. A decade after the brand’s launch, Pure Balance Pro was introduced during National Pet Month in 2021. The new brand offers vet-formulated recipes.
In 2022, both brands were on shelves with new packaging. Experts call it how Walmart leans toward the ‘humanization of pets’ trend. This trend is about how pets are like people and are treated as members of the family, implying that they deserve the same level of nutrition as us.
Walmart Private Label Brands in the Category: Apparel
Walmart has some OTT and TV show-inspired brands sold in stores and online. These are the exclusive brands of Walmart. For instance, The Home Edit organizers and storage systems inspired by the Netflix show The Home Edit. Another one is the Pioneer Woman line of clothing, kitchen, and furniture from Ree Drummond’s food reality show.
- Ozark, an outdoor-category private brand, sells camping and recreational products. Ozark’s 30-ounce tumbler is sold at four times less than the price of the Yeti tumbler.
- Mainstays has affordable picks of bedding, kitchen, storage, decor, furniture, and more.
- MoDRN focuses on trend-driven designs and high-quality craftsmanship. This includes high-end performance leather upholstery fabrics, velvet, and Carrara marble at reasonable prices.
Apparel
Walmart has been introducing clothing lines in different categories to nudge its customers to buy more general merchandise.
- Some of Walmart’s private apparel brands are in collaboration with celebrities to lure customers. For instance, a 2023 launch of baby organic clothes under the brand name, M + A by Monica + Andy.
- Time and Tru, Terra & Sky, Wonder Nation, and George are some of the launches from the year 2018. These brands are designed for women, men, children, and plus sizes.
- Some of the brands were launched and relaunched with a new look and feel. For instance, Scoop was relaunched in 2019 with value offerings for men, women, and children.
- Walmart’s e-commerce unit has certain brands sold at higher prices, such as Bonobos and Mod Cloth.
- Retail Dive confirms Walmart has more than 150 fashion brands as of 2019.
Walmart’s 2000 Edition of its Annual Report states that the retailer’s private brands are created with the intent to fill a pricing or value void for the shopper, which is left by other brands. Lately, amidst inflation, Walmart private label brand prices have been kept low with regular discounts. CEO Doug McMillon justifies Walmart’s move to push national brands to lower prices, too. “We believe branded manufacturers and our suppliers of all types will have to respond to that market in time,” said McMillon to CNBC.
Walmart Private Label Brands Selling Kitchen, Home & Outdoor Furniture, Pop Culture
Walmart has some OTT and TV show-inspired brands sold in stores and online. These are Walmart’s exclusive brands. For instance, The Home Edit organizers and storage systems are inspired by the Netflix show The Home Edit. Another one is the Pioneer Woman line of clothing, kitchen, and furniture from Ree Drummond’s food reality show.
- Ozark, an outdoor-category private brand, sells camping and recreational products. Ozark’s 30-ounce tumbler is sold at four times less than the price of the Yeti tumbler.
- Mainstays has affordable picks of bedding, kitchen, storage, decor, furniture, and more.
- MoDRN focuses on trend-driven designs and high-quality craftsmanship. This includes high-end performance leather upholstery fabrics, velvet, and Carrara marble at reasonable prices.
READ MORE | US Fashion E-Commerce: Trends, Segments & Tech
Digital Shelf Solutions For Retailers and Brands Competing with Walmart Private Label Products
For retailers, private brands are a key component to success as it is the differentiated products that can only be found at that specific retailer.
Walmart private label brands offer products that are very affordable, have great reviews, and consume a significant space in the ‘Share of Search.’ It is critical to have the private label data to build a strategy to compete with products that are offered as private labels by such conglomerates.
Plus, today’s marketing landscape is constantly evolving. This makes it imperative for marketers to stretch every advertising dollar as far as possible. And while it’s important to work with an efficient and effective market intelligence partner, the digital shelf remains key for any omnichannel strategy.
Get to know how MetricsCart can help you with Digital Shelf Analytics in the areas of search, ranking, pricing, promo, reviews, MAP, and more.
Our digital shelf solutions can help you monitor and assess your product listings across online marketplaces with our personalized, easy-to-use dashboard. Speak with our team of experts to know more.
Unlock Hidden Opportunities for Your Private Label Brand with MetricsCart
FAQs
Walmart’s largest private label brand is Great Value, which generates over $27 billion in annual global sales. It offers a wide range of products, from pantry staples to frozen foods, and is Walmart’s flagship grocery brand.
Yes, Walmart private label brands are known for offering high-quality products at competitive prices. Walmart ensures that its private brands meet industry standards, and many of these products are equivalent in quality to national brands. In fact, brands like Great Value are often praised for their affordability and reliability.
Walmart store brands are typically cheaper than national brands. Walmart’s private label products are designed to provide a cost-effective alternative, allowing customers to purchase high-quality goods at a lower price point compared to traditional national brands.
Walmart invests heavily in private label brands to enhance its competitiveness and offer consumers high-quality, budget-friendly alternatives. By controlling its own brands, Walmart can offer lower prices, improve profit margins, and ensure greater control over product quality and availability. This investment helps Walmart maintain its leadership in the retail market.
