Walmart's Private Label Hit $500M in Year One. National Brands Are Losing the Shelf War

MELBOURNE, Fla. - EntSun -- Walmart's Bettergoods private label line approached $500 million in first-year sales, making it one of the fastest private label launches in U.S. food retail history. Across the industry, private label sales grew 2.5 percent in 2024 while national brands declined 0.8 percent. The gap is not closing. Tim Forrest Consulting says every food brand that relies on brand recognition alone to justify its retail price is now in a fight it did not budget for.

Private label is no longer a discount fallback. Walmart, Costco, and Aldi have built store-brand lines that consumers actively seek out, not settle for. For food importers trying to establish branded products in the U.S. market, this means the justification for a price premium must be visible, clear, and credible at the shelf, whether that is a clean label, a certification, a unique ingredient story, or a product that simply cannot be replicated by a retailer's in-house team.

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Tim Forrest Consulting helps food brands sharpen their retail positioning, identify the differentiation that survives a side-by-side comparison with private label, and build the compliance foundation that keeps their product on the shelf as retailers continue raising their store-brand game.

"When Walmart builds a $500 million brand in one year, they are not playing. Every national brand on that shelf needs a reason to be there that the retailer cannot copy," said Tim Forrest.

Tim Forrest Consulting has guided food brands and importers through FDA compliance, FSMA regulations, import readiness, and retail strategy since 1997. The firm has helped clients generate over $1 billion in retail revenue and placed 23 brands into Costco.

https://timforrest.com

https://youtube.com/@timforrestconsulting

Contact: Tim Forrest Consulting | Melbourne, FL | keethe@timforrest.com