Comprehensive Guide to Walmart’s Private Label Brands in 2025

Introduction

Walmart’s private label brands have become synonymous with affordability and quality, providing consumers with a wide range of products that meet various needs.

In 2025, these brands continue to dominate the market, reflecting Walmart’s strategic focus on delivering value to its customers.

This article takes a close look at Walmart’s private label strategy, highlighting key brands and their impact on the retail landscape.

This post also includes Eva’s Private Label Playbook, detailing seven strategies that brand entrepreneurs can use to give themselves an explosive boost on Walmart’s marketplace. 

To begin with . . .

What are Private Label Brands?

Private label brands are products manufactured by one company but sold under another company’s brand name. These brands allow retailers, such as Walmart, to offer alternatives to national brands, often at lower prices, while maintaining comparable quality. By controlling the branding, packaging, and marketing, retailers can cater directly to their customer base’s preferences, enhancing their product offerings without the need for extensive research and development.

Key Characteristics of Private Label Brands

• Cost-effective alternatives: Private label brands typically offer products at lower prices compared to national brands.
• Retailer-specific: These products are exclusive to the retailer and cannot be found in competing stores.
• Quality control: Retailers have direct control over the manufacturing process, allowing them to maintain quality standards.
• Customization: Products can be tailored to meet the specific needs and preferences of the retailer’s customer base.
• Increased profit margins: By cutting out the middleman, retailers can often achieve higher profit margins on private label products.

Private label brands have become an essential strategy for many retailers, allowing them to differentiate themselves in the market, build customer loyalty, and increase their overall profitability.

Walmart’s Private Label Brands Strategy 

Walmart has long been a leader in the private label market, focusing on providing high-quality products at competitive prices.

The retailer has developed over 315 private label brands, offering more than 30,000 products across over 20 categories.

Walmart’s strategy emphasizes cost control, customization, and increased profit margins, all while fostering brand loyalty through exclusive products that can only be found in its stores.

Comprehensive List of Walmart Private Label Brands in 2025

Food & Beverages Brands

Walmart’s private label brands in the food and beverage sector are designed to provide consumers with quality products at competitive prices.

Great Value

Launched in 1993, Great Value is Walmart’s flagship private label brand, offering a wide range of products, including snacks, canned goods, frozen foods, and household essentials.

Known for its affordability and quality, Great Value has become a staple in U.S. households.

Walmart Bettergoods

Walmart launched its new private label brand, Bettergoods, in early 2024, marking the retailer’s largest private brand food debut in two decades. This premium line aims to offer high-quality, chef-inspired products at affordable prices, with most items priced under $5.

Bettergoods features over 300 products across various categories, including frozen foods, dairy products, snacks, beverages, pasta, soups, coffee, and chocolate.

The brand focuses on three main pillars:

• Trend-forward items
• Plant-based options
• “Made without” products (free from artificial flavors, colors, or added sugars)

Bettergoods represents Walmart’s strategy to attract and retain budget-conscious millennials and Gen X consumers, who are increasingly interested in private label brands. 

The launch also demonstrates Walmart’s ability to quickly bring innovative products to market at scale, addressing evolving customer expectations for affordable, quality food options.

Marketside

Marketside focuses on fresh and prepared foods, including deli items, salads, and bakery products.

It caters to consumers looking for convenient, high-quality meal solutions, making it a popular choice for quick meals and snacks.

Apparel & Clothing Brands

Walmart has expanded its apparel offerings with several private label brands that cater to different customer segments.

George

George is Walmart’s flagship clothing brand, offering affordable and stylish men’s, women’s, and children’s apparel. It remains popular for everyday wear, combining quality with competitive pricing.

Time and Tru

Time and Tru is Walmart’s women’s clothing brand, providing a variety of styles and sizes to suit different body types and preferences. It has gained popularity for its fashionable yet affordable options.

Terra & Sky

Terra & Sky is dedicated to plus-size women’s clothing, offering stylish and comfortable options that empower women of all sizes. The brand focuses on providing well-fitting garments at accessible prices.

Wonder Nation

Wonder Nation is Walmart’s children’s clothing brand, offering durable, comfortable, and stylish apparel for kids.

It has become a go-to choice for parents looking for high-quality children’s clothing at affordable prices.

Home & Living Brands

Walmart’s private label brands in the home and living category provide consumers with affordable and stylish options for home decor, furniture, and everyday essentials.

Mainstays

Mainstays is Walmart’s primary private label brand for home products, offering a wide range of items, including furniture, bedding, kitchenware, and home decor.

The brand is known for its affordability and practicality.

Better Homes & Gardens

Better Homes & Gardens offers a curated selection of home products, focusing on stylish and trendy home decor, furniture, and outdoor living items.

This brand appeals to consumers who prioritize both style and affordability.

Pioneer Woman

The Pioneer Woman brand, created by Ree Drummond, focuses on kitchenware, home decor, and lifestyle products inspired by rural living.

The brand’s rustic aesthetic resonates with consumers seeking a warm and inviting home atmosphere.

Health & Beauty Brands

Walmart’s private label brands in the health and beauty category provide consumers with affordable alternatives to national brands.

Equate

Equate is Walmart’s flagship health and beauty brand, offering a comprehensive selection of over-the-counter medications, personal care products, and beauty items.

The brand is known for its quality and affordability.

Spring Valley

Spring Valley focuses on vitamins, supplements, and herbal products, providing consumers with high-quality nutritional products at competitive prices.

Simply Basic

Simply Basic offers essential personal care and beauty products designed to meet everyday needs without compromising on quality or affordability.

Electronics & Technology Brands

Walmart’s private label electronics and technology brands cater to a wide range of consumer needs, offering both everyday essentials and cutting-edge gadgets.

ONN

ONN is Walmart’s primary electronics brand, offering a diverse range of products, including streaming devices, tablets, headphones, and accessories. The products from ONN are known for their affordability and reliability.

Blackweb

Blackweb targets a younger demographic with its sleek and modern designs, offering products such as headphones, earbuds, and portable Bluetooth speakers.

The brand combines style with affordability, appealing to consumers looking for trendy tech accessories.

New and Emerging Private Label Brands in 2025

The private label market is rapidly evolving, with retailers increasingly focusing on sustainability, ethical sourcing, and innovation in product quality and packaging.

Focus on Sustainability and Ethical Sourcing

Sustainability has become a key factor for consumers when choosing products, leading retailers to develop private label brands that emphasize eco-friendly practices.

Walmart’s Bettergoods, launched in 2024, is an example of an elevated private label line that focuses on sustainability and affordability, appealing to environmentally conscious consumers.

Innovations in Product Quality and Packaging

In addition to sustainability, innovation in product quality and packaging is becoming a focal point for new private label brands.

Retailers are investing in high-quality materials and innovative designs to enhance the consumer experience, as seen with Walmart’s ongoing improvements in its private label offerings.

Why Walmart’s Private Label Brands are Popular

Walmart’s private label brands have gained significant popularity due to several key factors that resonate with consumers.

Affordable Pricing

Walmart’s commitment to offering low prices is a cornerstone of its private label strategy.

By providing high-quality alternatives to national brands at lower prices, Walmart’s private labels appeal to budget-conscious consumers, particularly during economic uncertainty.

Wide Availability

With thousands of stores across the United States and a robust e-commerce platform, Walmart ensures that its private label products are widely accessible to consumers.

This extensive availability fosters brand loyalty and encourages repeat purchases.

Product Variety

Walmart’s private label brands offer a diverse range of products across various categories, catering to different consumer needs.

Continuous innovation and investment in product quality further enhance the appeal of these brands.

How Walmart’s Private Label Brands Compare to Competitors

Walmart’s private label brands are strong competitors in the retail market, standing up against established brands like Amazon Basics and Target’s Up & Up.

Comparison with Amazon Basics

Amazon Basics and Walmart’s private labels both offer affordable alternatives to national brands.

However, Walmart’s strong presence in physical stores and its focus on essential categories give it a competitive edge, particularly in the grocery and health sectors.

Comparison with Target’s Up & Up

Target’s Up & Up brand competes directly with Walmart’s private labels, offering quality and value in household essentials and health products.

While both brands are popular, Walmart’s extensive product variety and lower pricing often make it the preferred choice for consumers.

Shopping Tips for Walmart’s Private Label Brands

When shopping for Walmart’s private label brands, there are several strategies to ensure you get the best value and savings.

How to Identify Private Label Products

Walmart’s private label products can be identified by their unique branding and packaging.

Look for the brand names like Great Value, Equate, and Marketside, or check for the Walmart logo on the packaging, indicating that the product is exclusive to the retailer.

Best Times to Purchase for Maximum Savings

Timing your purchases can help you maximize savings on Walmart’s private label products. Look for sales, promotions, and discounts during seasonal transitions or promotional events like Black Friday.

Additionally, buying in bulk can lead to significant savings per unit.

Consumer Reviews and Ratings of Walmart Private Label Brands

Understanding consumer reviews and ratings provides valuable insight into the popularity and areas for improvement of Walmart’s private label brands.

Top-Rated Walmart Private Label Products in 2025

In 2025, several Walmart private label products received high praise for their quality, affordability, and reliability.

Brands like Great Value and Equate are frequently highlighted for their effectiveness and value, making them staples in many households.

Common Consumer Complaints and How Walmart Addresses Them

While Walmart’s private label brands are generally well-received, some consumers have voiced concerns about product consistency and packaging issues.

Walmart addresses these complaints by investing in quality control measures and improving packaging designs to enhance the consumer experience.

What Walmart Sellers Can Learn From the Success of Walmart’s Private Label Brands

For eCommerce brand entrepreneurs, there’s valuable wisdom to be gained by studying Walmart’s remarkably successful private label approach. 

Independent Walmart sellers can adopt similar strategies to thrive in this competitive marketplace. 

Eva has a long-established history of helping Walmart sellers thrive in what’s become a very competitive marketplace.

Here are seven key tactics that successful Walmart sellers are implementing with the support of Eva’s Walmart experts :

1. Strategic Price Positioning Without Sacrificing Quality

Walmart’s private labels like Great Value and Equate have mastered the art of offering competitive pricing while maintaining acceptable quality standards. This delicate balance creates compelling value for price-conscious shoppers.

How Eva helps: Eva’s dynamic pricing engine analyzes your competitors’ pricing strategies while factoring in your cost structure and profit targets. The platform automatically recommends optimal price points that maintain your margins while keeping you competitive against both third-party sellers and Walmart’s own private brands.

2. Data-Driven Category Selection

Walmart doesn’t create private label products randomly—they analyze purchase data to identify high-volume, high-margin categories where shoppers are less brand-loyal and more value-driven.

How Eva helps: Eva’s analytics platform provides deep category insights, identifying underserved niches and profitable opportunities within the Walmart marketplace. Their experts help sellers interpret this data to make strategic inventory and product development decisions.

3. Visual Consistency and Brand Recognition

Walmart’s private labels maintain strong visual consistency across packaging, creating instant brand recognition that builds trust with repeat buyers.

How Eva helps: Eva’s creative team provides guidance on product imagery, listing design, and brand presentation to help create a cohesive visual identity that stands out in Walmart’s digital marketplace.

4. Inventory Forecasting and Availability

Walmart’s private labels rarely face stockout issues, ensuring consistent availability that builds shopper loyalty.

How Eva helps: Eva’s inventory management system provides accurate demand forecasting specifically calibrated for Walmart’s marketplace patterns. Their inventory-aware advertising system automatically adjusts promotional activity based on stock levels, preventing costly stockouts.

5. Cross-Platform Integration and Consistency

Walmart’s private labels maintain consistent pricing and availability across both online and brick-and-mortar channels, creating a seamless shopping experience.

How Eva helps: Eva’s multi-channel integration capabilities synchronize your inventory, pricing, and product details across Amazon, Walmart, and your own website, creating a unified brand experience regardless of where customers shop.

6. Leveraging First-Party Data for Merchandising

Walmart uses their vast treasure trove of first-party shopping data to optimize product placement, bundle opportunities, and promotional strategies.

How Eva helps: Eva’s platform aggregates performance data across all your sales channels, providing actionable insights about customer purchase patterns, seasonal trends, and bundling opportunities specific to Walmart’s marketplace.

7. Optimizing for Walmart’s Search Algorithm

Walmart’s private labels consistently rank high in relevant searches, reflecting deep understanding of the platform’s search and recommendation algorithms.

How Eva helps: Eva’s marketplace experts understand the nuances of Walmart’s search algorithm and provide specific optimization strategies for product titles, descriptions, and backend search terms. Their continuous monitoring and adjustment ensure your products maintain visibility as algorithms evolve.

By implementing these strategies with Eva’s specialized platform and expertise, independent Walmart sellers can apply the lessons from Walmart’s private label success to their own brands, creating sustainable competitive advantages in this high-potential marketplace.

How Eva Can Help

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