Walmart Private Label

Walmart has been offering its customers private label options for decades. From grocery to electronics and pets to apparel, there are dozens of store brands under the Walmart umbrella. Some of the more popular ones include:
Great Value

Walmart’s Great Value grocery products were launched in the early 1990s. The brand continues to expand and has gained trust with value-seeking shoppers.

There are hundreds of household consumable items in the Great Value assortment. Current offerings include milk, canned goods, sliced bread, frozen vegetables, light bulbs, trash bags, cheese, paper plates, condiments, cleaning products, and many other traditional grocery store items.

Walmart has experienced interesting experimentation with Great Value’s packaging design. In 2009, Walmart changed Great Value labels to white with sharp blue text. The thought behind this change was that Great Value items would stand out to customers looking at an aisle full of options and be more easily identifiable.

After a few years of this transition, research showed that some customers viewed “cheap labeling” to translate to a cheap quality product.

Great Value packaging changed designs again in 2013. This new design was aimed at matching closer to its brand counterpart on the shelf.
Equate

Equate is Walmart’s private brand of items sold in pharmacy and health and beauty. Equate was actually an independent brand sold at various retailers before being purchased by Walmart.

Items under the Equate label include over-the-counter medicines, toiletries, lotions, first aid products, hygiene, and more.


Walmart’s private label offerings stretch outside of grocery and consumables. Men’s, women’s, and children’s apparel contain many Walmart brands including George, Terra & Sky, Time and Tru, Wonder Nation, Athletic Works, Brahma, No Boundaries, and Secret Treasures.