Private Label Manufacturers Association
The Walmart Museum in Bentonville, Arkansas, is open daily for visitors to learn about Walmart's journey from a single small-town store to the world's biggest retailer.
We visited the museum last month, and found a history of its private label growth.
Watch Michael Sansolo’s conference wrap-up report from Walmart’s hometown:
- Scott Morris - Walmart's Senior Vice President of Private Brands Food, Consumables, and Manufacturing – told PLMA Live! about the redesign of the Great Value flagship private brand.
The Kroger Co.’s new frozen Private Selection® Mexican Inspired Street Corn is made from fire roasted corn mixed with cotija cheese sauce and taco seasoning, cayenne, and black pepper.
Younger consumers, particularly Generation Z, increasingly view private labels as higher-quality alternatives to name brands, according to Circana.
According to Circana research, 29% of Gen Z say private label quality is higher than national brands.
In the United States, private label sales reached $330 billion, capturing a 24% unit share and a 23% dollar share of the total market.
In 2024, PLMA conducted research on Gen Z and store brands. Click here to read PLMA’s 2024 Gen Z Consumer Research Report.
Specialty grocers are winning over shoppers across income levels, according to the U.S. Grocery Outlook 2026 by Consumer Edge.
Consumer Edge's transaction data shows that consumers are not simply spending less – they are becoming more selective and shifting dollars toward retailers that offer either strong value or a more differentiated shopping experience.
The specialty grocer subsector, comprised of retailers such as Trade Joe's, Whole Foods and Wegmans, are seeing growth from low-, middle- and high-income households, signaling broad consumer appeal across income groups.
Trader Joe's stood out as the category's top performer, growing more than 3 percent year-over-year, outperforming the grocery sector by 6 points. The brand is gaining traction across income levels and age groups, including double-digit year-over-year growth among Gen Z shoppers. It also continues to outperform peers on customer loyalty, with a 35 percent retention rate four quarters after first purchase – higher than both ALDI and Wegmans.
Additionally, many shoppers who buy groceries at competitors still spend a significant portion of their grocery budget at Trader Joe's. For example, Sprouts Farmers Market shoppers allocate 48 percent of their specialty grocery spend to Trader Joe's, and Wegmans shoppers allocate 47 percent.
Additional insights from the report include:
Consumer Edge's full U.S. Grocery Outlook 2026 can be found here.
In addition to adjustments made to their own grocery lists, many GLP-1 consumers report that their healthier diets have had a positive influence on their overall households, according to an Acosta study.
These consumers are purchasing more fresh produce (55%), yogurt (32%), fresh chicken (31%), protein shakes and powders (30%), and protein bars (29%). Conversely, fewer sweets (58%), salty snacks (44%), and sugary drinks (41%) are being added to in-store and online shopping carts.
Key categories of interest among all GLP-1 consumers, particularly Gen Z and Millennials, include high-protein, high-fiber, hydration/electrolyte, and gut health products, confirming the importance of embedding protein-forward and nutrient-dense products into innovation pipelines.
When using a GLP-1 for weight loss, nearly all consumers also report a shift in their relationship with food: 41% say they’re pleased with the healthier changes they’ve made, and half of these consumers report a positive impact on their household’s overall eating habits, with that percentage increasing to 79% for Millennials.
- Publix has introduced new fresh cookies inspired by its most popular cakes. They are available in four decadent flavors: Double Cookies & Cream, Vanilla Celebration, Double Chocolate and Raspberry Cream Cheese.
- In Q2, Costco launched about 30 new Kirkland Signature items, including crispy wings, blackened salmon, and various apparel items, Gary Millerchip, the retailer’s Chief Financial Officer, said in a Q2 2026 conference call.
- Lowes Foods recently ran a week-long promotion offering a $7 savings for shoppers who spent $25 on its “Brown Bag” private label items.
Sprouts, which currently operates more than 480 stores in 25 states, is in the midst of a major nationwide expansion.
Among its 40-plus new store openings planned for this year is its first New York unit, which opened in January on Long Island in the town of Centereach.
PLMA’s Carol Angrisani visited the store. Click here to see photos of the store.