Walmart is initiating a comprehensive visual overhaul of its most ubiquitous store brand, aiming to shed the “budget” image that has defined its private label for decades. Starting in May, the company will begin rolling out a Walmart redesigns Great Value private label brand initiative, replacing the dated packaging of approximately 10,000 items with a more modern, colorful aesthetic.
The shift represents the first major visual update to the brand since its inception in 1993, with the previous look remaining largely unchanged for over ten years. While the exterior is changing, Walmart has confirmed that the products inside and their price points will remain the same, ensuring that the value proposition for cost-conscious shoppers remains intact.
The transition will be gradual. Shoppers will first notice the new designs on snack items, followed by cereals and dairy products like cream cheese and sour cream. According to Scott Morris, senior vice president of private brands for Walmart U.S., the full transition for every product in the Great Value portfolio is expected to grab between 18 and 24 months.
Walmart’s Great Value brand is getting a new look. Starting this spring, shoppers will see more modern and colorful packaging.
Courtesy of Walmart
The Psychology of the “Budget” Brand
For years, private labels were viewed as mere substitutes—cheaper, often inferior versions of national brands. However, consumer sentiment is shifting. David Hartman, vice president of creative at Walmart, noted that while research showed customers were satisfied with the quality and price of Great Value products, the packaging felt “lagging.”
Hartman explained that some shoppers felt using the brand was a “compromise,” suggesting that while they loved the product, they didn’t necessarily feel proud to display the packaging in their homes or when entertaining guests. By modernizing the look, Walmart is attempting to remove that stigma, transforming the brand from a necessity of frugality into a conscious consumer choice.
This shift is particularly evident among Gen Z shoppers. Steve Zurek, NielsenIQ’s vice president of advanced analytics, observes that younger generations are driving the growth of private labels, often preferring them over well-known national brands. In some cases, Zurek says, owning a store brand has become “almost a badge of honor.”
A Strategic Offensive in a Crowded Market
The redesign is not happening in a vacuum. Walmart is facing intensifying competition from other retailers who have mastered the “premium private label” experience. Costco and Trader Joe’s have long built loyal followings based on the perceived high quality of their in-house offerings. Meanwhile, Aldi continues to expand its U.S. Footprint, with plans to open more than 180 stores this year.
The threat is also digital. Numerator reports that Amazon’s grocery brand has become the fastest-growing private label by unit volume year over year since its October launch. For Walmart, the stakes are high; Great Value already possesses massive scale, with 87% of U.S. Households purchasing at least one item from the brand in the past year.
Walmart is actively courting a wealthier demographic. The company has seen significant gains with customers earning more than $100,000 annually. To appeal to this group, Walmart launched “Bettergoods” about two years ago—a line featuring chef-driven flavors and plant-based ingredients. The Great Value redesign aligns the company’s mass-market brand with this more sophisticated, style-conscious corporate direction.
The packaging for Walmart’s Great Value items, such as its Donut Shop coffee, has a colorful and more modern look.
Operational Efficiency and Market Share
Beyond aesthetics, the redesign serves a practical purpose in Walmart’s omnichannel strategy. The “crisper” and more concise packaging is designed to help busy shoppers locate items more quickly, whether they are walking the aisles or using the Walmart app. This clarity also benefits “pickers”—the employees who fulfill online orders—by allowing them to identify products more efficiently during the rapid picking process.
The broader trend toward private labels is evident in the numbers. While the U.S. Market share for store brands is roughly 20%, We see significantly higher in Canada and Europe, where it ranges from 45% to 50%. The U.S. Share has grown from approximately 15% a decade ago, suggesting a long-term trajectory toward house brands.
| Region/Metric | Market Share/Penetration | Context |
|---|---|---|
| U.S. Private Labels (Current) | ~20% | Up from ~15% a decade ago |
| Canada/Europe Private Labels | 45% – 50% | Established high adoption |
| Great Value Household Reach | 87% | Highest penetration in U.S. |
| Walmart Brand Portfolio | Top 5 | Holds all top 5 U.S. Private labels by penetration |
What This Means for the Shopper
For the average consumer, the Walmart redesigns Great Value private label brand effort means a more visually appealing shopping experience without a change in the cost of goods. The move signals a broader industry trend: the “death of the generic.” Retailers are no longer content with providing a cheap alternative; they are building brands that consumers actually want to be associated with.
As Scott Morris noted, the modern customer expects private brands to not feel like “cheaper knockoffs.” By investing in the visual identity of Great Value, Walmart is betting that a more premium feel will protect its market share against the rise of specialized grocers and the aggressive expansion of e-commerce giants.
The rollout will continue through the next two years, with the company monitoring how the new look affects sales velocity across different categories. The next major checkpoint for the company’s private label strategy will be the full integration of the new packaging across all 10,000 SKUs by mid-2026.
This article is for informational purposes only and does not constitute financial advice.
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