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Walmart ups private brand investment for home, fashion

An eMarketer survey found that consumers look for values against rising product costs and out-of-stocks.
Credit: AP
FILE - In this Nov. 18, 2020 file photo, a Walmart store sign is visible from Route 28 in Derry, N.H. Walmart Inc., reported on Thursday, Feb. 18, 2021, that it swung to a loss in the fiscal fourth quarter as the sale of its Japan and United Kingdom divisions weighed on results. (AP Photo/Charles Krupa, File)

BENTONVILLE, Ark. — Shoppers have never been more open to trying private brands for consumer staples after the supply chain disruption that forced changes in shopping behavior amid the pandemic. Market research firm eMarketer reports that consumer attitudes about private brands have done an about-face in the past few years.

The eMarketer survey found that consumers look for values against rising product costs and out-of-stocks. More shoppers see private brands as a viable option in categories like fashion and home decor. Retailers from Walmart to Dollar General and Bed Bath & Beyond are investing more into private brands in higher-margin categories like apparel and home decor.

“Retailers have been ramping up quality, creating enticing packaging, and enhancing marketing for their in-house brands. Together, these developments make private label offerings a more important part of retailers’ strategies,” the report notes.

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