Walmart has announced a comprehensive redesign of its Great Value private-label brand, the first major update in more than ten years. The overhaul will affect nearly 10,000 food and household products, with a gradual rollout expected over the next two years. The new packaging will first appear on salty snack items, the retailer confirmed in a statement on Wednesday.
The redesign aims to make products easier to navigate at a glance. Key details such as protein content, nutritional information, and dietary labels like gluten-free will be more prominent. The company is moving towards brighter colours and larger food imagery, departing from the plainer aesthetic that has long defined the brand. Nutritional information will also be placed consistently across all products to simplify comparison shopping.
Launched in 1993, Great Value has grown into Walmart's largest brand, according to Axios. The revamp reflects a broader industry shift as store brands increasingly compete directly with national labels, driven by ongoing price pressures. Private-label sales reached approximately $330 billion in 2025, accounting for about a quarter of all grocery sales, according to Circana.
Store brands are growing significantly faster than national brands, with sales up 3.3% to a record $282.8 billion in 2025, while name-brand items saw weaker performance and declining unit sales, according to the Private Label Manufacturers Association. Much of this growth is fuelled by cost-conscious shoppers trading down and a growing perception that store brands match national brands in quality. Younger consumers, particularly Gen Z, are accelerating the trend, with research from Numerator suggesting they are on track to become the most loyal store-brand generation by mid-2026.
