Walmart is giving its Great Value brand a makeover, marking the biggest update to the private-label line in more than a decade as it tries to modernize how the budget grocery staple looks and feels both in stores and online.
The changes will affect nearly 10,000 food and household products, with a gradual rollout planned over the next two years. Customers will first see the updated packaging on salty snack products, Walmart said in a news release Wednesday.
A large focus of the redesign is making products easier to understand at a glance. Walmart is updating packaging so key details, such as protein content, nutrition facts and dietary labels like gluten-free, are easier to find quickly. The company is also shifting toward brighter tones with prominent food imagery, moving away from the plainer, more minimal look that has long defined Great Value.
Another change is consistency. Nutritional information will now be placed in the same spot across all products, a move designed to make it simpler for shoppers to compare items.
The update comes as Great Value continues to play a central role in Walmart’s grocery business. Launched in 1993, the brand has grown into the retailers largerst brand, according to Axios.
The timing of the revamp also reflects a shift in the grocery industry. Store brands are no longer seen as cheaper version on national labels, and are now directly competing them as shooper grapple with ongoing price pressures.
That shift is showing up in the numbers. Private-label sales reached about $330 billion in 2025, accounting for roughly a quarter of all grocery sales, according to Circana, a global market research and data analytics company that tracks consumer behavior and retail sales trends.
Store brands are growing significantly faster than national brands, with sales up 3.3% to a record $282.8 billion in 2025, while name-brand items saw weaker performance and declining unit sales, according to the Private Label Manufacturers Association.
Much of that growth is driven by cost-conscious shoppers who are trading down to save money, as well as by a growing belief that store brands are comparable in quality, according to Circana. At the same time, younger consumers are accelerating the trend.
Research from Numerator, a consumer research company that tracks what people buy and how they shop, last year suggested Gen Z is adopting private-label products at higher rates and is on track to become the most loyal store-brand generation by mid-2026.
