Aldi leads in private-label volume, growth

Walmart fields four most-popular store brands, Numerator data shows


Supermarket News

Aug 02, 2022


It will come as no surprise that four of the top five private brands are found in retail giant Walmart’s portfolio, but when it comes to leading private-label share in volume and growth, nobody beats small-format discount grocer Aldi.


Those are two of the takeaways from new research on private-label trends from Chicago-based consumer data specialist Numerator. And here’s a third: As inflation continues to squeeze Americans’ grocery budgets, more consumers are willing to trade down from national brands to private labels.


Aldi dominates in private-label share for grocery, household, and health and beauty products, which account for more than three-quarters (77.5%) of its total sales, Numerator’s private-label trend tracker shows. Roughly 90% of the items in Aldi’s stores are own brands.


Another private-brand-focused grocer, Trader Joe’s, comes in a distant second in terms of private-label share of spend at 59.4%, followed by Wegmans Food Markets (49.4%), Costco Wholesale (33.5%), Sam’s Club (30%), H-E-B (26.9%), Walmart (23.3%), Kroger (22.1%), Meijer (15.8%), Hy-Vee (15.2%), Target (15.1%), Whole Foods (14.7%) and Publix (13.6%)...


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