Store Brands Become Big Money Makers

Walmart, Target, and Kroger are competing with national brands by promoting their own products with healthful ingredients and innovative flavors to lure customers.

Private labels are no longer just cheaper knockoffs of national brands. At Walmart, Target, and Kroger, store brands are pitching healthy ingredients and innovative flavors to lure picky consumers.

Private-label growth has outpaced that of national brands since 2022, says the Private Label Manufacturers Association, citing Circana data. In the first half of 2025, U.S. private-label dollar sales rose 4.4% from...

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