Numerator’s Post

Walmart's new private brand, bettergoods, merges affordability with contemporary dietary trends, featuring over 300 items priced mostly under $5. This strategy attracts a diverse consumer base, enhancing Walmart's private brand penetration and marking its largest food launch in two decades. How is your brand adapting to evolving consumer expectations? 🤔 #Retail #Walmart #PrivateLabel

https://lnkd.in/enn6UFiy Thee headlines from the Kantar Numerator data on how Bettergooods is impacting one category: 1) 71% of shoppers who bought Bettergoods ice cream did not know it was owned by Walmart. 2) Bettergoods appeals to both low- and high-income groups, as the PL brand saw low-income homes to be 34% more likely to purchase and high-income homes to be 20% more likely compared to Great Value shoppers.  3) Gen Z shoppers are 67% more likely to buy the Bettergoods dessert than Great Value ice cream. #privatelabel #walmart #CPG #brands #walmart

Walmart is making a play for millennials who want oat milk, gluten-free products and hot honey with the launch of its largest store brand in 20 years. Retailers are doubling down on budget-friendly store brands to drive sales. More Americans have been turning to store brands to save money as they continue to deal with sticker shock over high prices. Walmart, the nation's largest retailer, announced its new "bettergoods" brand Tuesday with a focus on affordability and food trends. The first products in the line are starting to roll out to stores nationwide. The brand will have 300-plus products in its first year in categories including frozen, dairy, snacks, beverages, pasta, soups, coffee and chocolate. Axios found more than 20 bettergoods-branded items listed on Walmart's app and website with 14 pints of ice cream at $3.44 each, including seven plant-based oat milk ice cream flavors. Prices range from under $2 to around $15 with more than 70% of products under $5, said Denise Wright, Walmart U.S. vice president of private brands food. Wright said products fall in three categories: trend-forward items, plant-based and "made without" which products made without artificial flavors, colors or added sugars. Scott Morris, Walmart senior vice president of private brands, food and consumables, said the company's store brands have seen strong growth over the last few years between the pandemic and inflation. "As an industry we're seeing younger customers be more brand agnostic, prioritizing quality and value and driving increased interest in private brands," Morris said. Private-label brand sales in the U.S. increased 6% year over year to $217 billion in 2023, according to a March report from Circana.

Walmart's Great Value is #1 on this year's #Snack50 Report. In fact, the top 6 brands in this year's report are store brands from the likes of Walmart, ALDI USA, Target, and Amazon. And WMT dropped their new brand, Bettergoods, the same week we released this year's report. Per Numerator, there's major stuff happening in the store brands space, and the pace is accelerating. And because we deal not only in sales data, but consumer psychology, also in the Snack50 Report is a wealth of explanation behind the WHY of consumer and shopper decision-making, a rich forecast of what lies ahead, and the moves marketers can make to address the shifting marketplace. See the overview here... https://lnkd.in/ggz6VyJg Frito-Lay, PepsiCo, Kellanova, The Hershey Company, Mars, Mondelēz International, General Mills, Campbell's, Barcel USA, Blue Diamond Growers, Conagra Brands, Jack Link's Protein Snacks, Feastables, Utz Brands, Inc., ALDI USA, Walmart, Kroger, Target, Amazon, Costco Wholesale, Sam's Club, Perfetti Van Melle, Hormel Foods https://lnkd.in/gCi7kxc3

🍬 Exploring the Sweet Success of In-Store Confectionery Strategies! 🛒 Fascinating blog post by Attest on Confectionery In-Store Strategy. 📈 The article provides valuable insights into the world of confectionery marketing, offering a deep dive into in-store strategies that drive sweet results. From eye-catching displays to the psychology of consumer choices, it's a must-read for marketers in the FMCG sector. 🔸 Strategies to capture consumer attention in-store 🔸 Understanding the power of packaging and placement 🔸 The role of consumer emotions in confectionery purchases Read the full article here: https://lnkd.in/eefUh3cB Stay ahead of the curve and satisfy your cravings for knowledge in the confectionery industry! 🍭 #ConsumerInsights #RetailMarketing #Confectionery #FMCG #MarketingStrategies

With only about 14% of the digestive health category centered around functional soda (SPINS Data), Olipop stands out as a trailblazer. A factor in their remarkable growth is their massive success on social media, particularly on TikTok. Olipop's approach focuses on engaging consumers through social media incentives, fostering community, and leveraging user-generated content for an authentic customer experience. They also prioritize seamless TikTok content with influencer partnerships and an authentic content creation approach, building trust and strong relationships with their audiences. Olipop's TikTok strategy sets a prime example of effective marketing, showcasing how social media can significantly impact brand identity and awareness. #Olipop #TikTokMarketing #TikTokMarketing #SocialMediaSuccess #InfluencerPartnerships

Pick of the Week - How does shopper purchase frequency of brands stack up against their purchase frequency of categories? And how much does frequency differ between brands that vary in terms of penetration? https://lnkd.in/eZxgNvEP #shopper #fmcg #brands #purchase #frequency #food #beverages #household #personalcare #retailers #supermarkets #wdwd #europanel

🔈 This week big-box retailer Walmart announced the launch of a new private-label grocery brand called Bettergoods. The release marks Walmart’s largest private brand food launch in 20 years and the fastest private food brand the retailer has brought to market. 📈 With the launch of Bettergoods, Walmart is likely to increase its market share in the private label space in 2024. 🥖 A smart move considering what Coresight Research retail analyst Sujeet Naik told Inside Retail US about edible grocery private label offerings outperforming name brands in sales, despite the easing of food-at-home inflation in recent months. 👓 Read more about this expanding market in the link below! #insideretail #retail #grocery #grocerystore #foodandbeverage #consumerproductgoods #privatelabel #food #foodretail #linkedin #webcontent #editorial

As younger consumers are becoming more health conscious, their buying habits towards traditional CPG brands are changing at an alarmingly rapid rate. There is no reason to create new categories for but create a better mouse trap. Become a true "disrupter" of a category. OLIPOP PBC has literally taken every single popular flavor of mainstream soda's and made them a healthy option. OLIPOP expects to double sales from 2022, eclipsing $200M by year’s end, and the brand grew 900% between 2019 and 2020. If you don't adapt and overcome adversities in your category, you are bound to lose market share in the blink of an eye. https://lnkd.in/eMaQSq2Q #cpg #soda #branding #innovation #acquisition

Marketing is no longer about the “funnel” it is about an infinity loop, with activity execute to fuel conversion from both before and after purchase. They call this an “Integrated Journey” That is the key message I have taken from Afke Van de Klashorst’s fantastic talk today at Digital Food & Beverage. This model has delivered Unilever at 50% CAGR in their Nutrition business, and some activations have delivered over 9% increase in conversion. The mentality of experiment l and dare to fail fast and learn fast, has helped to deliver this. #digitalcommerce #ecommerce #cpg #fmcg #cpgindustry #fmcgindustry