Why Walmart's Redesigning Its Private Label

TL;DR

Walmart is refreshing Great Value's packaging for the first time in a decade because consumers find it outdated and want modern, readable labels.

Key Points

• 1.Great Value's packaging felt outdated and embarrassing to shoppers. Consumer surveys told Walmart that despite liking product quality, customers didn't feel proud displaying Great Value items at dinner parties, prompting the first redesign in over a decade.
• 2.The redesign prioritizes readability and clean-label trends. New packaging is more colorful, crisper, and highlights key attributes like 'gluten free' at a glance — critical for fast-moving online grocery pickers and health-conscious shoppers; Walmart is also removing synthetic dyes from products.
• 3.Great Value is the #1 private label brand in the U.S., with nearly 90% household penetration. Despite its dominance, Walmart is making offensive moves to stay competitive as rivals like Target and Aldi launch unique, elevated private label products that attract Gen Z shoppers.