Estimated 2012 private label sales: $88.8 billion
Banners: Walmart Supercenter, Walmart Discount, Walmart Market, Supermercado de Walmart, Walmart Express
Private Labels: Great Value, Sam’s Choice, World Table, Home Trends, Equate, Marketside`, Mainstays, Ol’ Roy, Special Kitty, Dr. Thunder, Parent’s Choice, White Stag, George, Faded Glory, Oak Leaf, Lucky Duck, No Boundaries, Simply Basic, Better Homes and Gardens, Canopy, Hometrends, your zone, @ the Office, Best Occasions, Clear American, Color Place, Douglas, EverStart, Gold’s Gym, Holiday Time, Kid Connection, ONN, Ozark Trail, Protege, ReliOn, SuperTech, Walmart Family Mobile
Notes: The sheer volume of sales revenue generated by Walmart places it—once again—firmly in the lead when it comes to private label. And while the No. 1 U.S. retailer continues to release new private brands and revamp packaging, Charles Holley, executive vice president and CFO earlier this year said that, “We use private label to fill in gaps where we see there is a value gap for our customers.” He also noted that he continues to see Walmart as “a brand retailer.” Nevertheless, Walmart has invested significant effort into its ongoing revamp of its vital Great Value brand, with an improved look—and improved nutritionals (lower sodium, sugar, fat, etc.) coming down the pike, a move that’s nicely aligned with the prevailing trend of health-and-wellness in private label. So expect to see new health-forward products released under the Great Value brand in the coming months. The retailing giant also took a bold step into “green” territory during 2013 with its announcement of a new Walmart “chemical policy”—stepping above and beyond compliance—vowing to cut down or eliminate 10 “hazardous” or environmentally troublesome chemicals found in common household and beauty products, both in national brands and its own lines.