May 9, 2026 Issue
Private Label Manufacturers Association
Did You Know?
The Walmart Museum in Bentonville, Arkansas, is open daily for visitors to learn about Walmart's journey from a single small-town store to the world's biggest retailer.
We visited the museum last month, and found a history of its private label growth.
IN CASE YOU MISSED IT: PLMA’s Record-Breaking Annual Meeting & Leadership Conference
Watch Michael Sansolo’s conference wrap-up report from Walmart’s hometown:
Notable Quotable: Walmart’s Scott Morris
“People today shop for speed - speed at shelf and speed in digital engagement.”
- Scott Morris - Walmart's Senior Vice President of Private Brands Food, Consumables, and Manufacturing – told PLMA Live! about the redesign of the Great Value flagship private brand.
Trending: Street Corn
The Kroger Co.’s new frozen Private Selection® Mexican Inspired Street Corn is made from fire roasted corn mixed with cotija cheese sauce and taco seasoning, cayenne, and black pepper.
Ideas and Inspiration: Aldi, Meijer, Save A Lot
- Aldi will eliminate 44 more ingredients from its private label food assortment by December 2027, increasing its restricted ingredient list from 13 to 57.
- More than 120 Meijer private label products have 5 grams of fiber or more per serving, with more than 20 in the True Goodness brand. New items launching this year include Frederik’s by Meijer Sesame Protein Pasta Salad, 13g protein per serving; Meijer Protein Puffs Snacks, 12g protein per serving; and True Goodness by Meijer Grass-Fed & Finished Double Smoked Beef Sticks, 10g protein per serving.
- Save A Lot has relaunched and expanded its private label Hispanic brand under a new name, La Tierra de Sabores.
Report: Younger Shoppers Deemed Key to Driving Private Label Growth
Younger consumers, particularly Generation Z, increasingly view private labels as higher-quality alternatives to name brands, according to Circana.
According to Circana research, 29% of Gen Z say private label quality is higher than national brands.
In the United States, private label sales reached $330 billion, capturing a 24% unit share and a 23% dollar share of the total market.
In 2024, PLMA conducted research on Gen Z and store brands. Click here to read PLMA’s 2024 Gen Z Consumer Research Report.
Report: Shoppers Gravitating Toward Specialty Grocers
Specialty grocers are winning over shoppers across income levels, according to the U.S. Grocery Outlook 2026 by Consumer Edge.
Consumer Edge's transaction data shows that consumers are not simply spending less – they are becoming more selective and shifting dollars toward retailers that offer either strong value or a more differentiated shopping experience.
The specialty grocer subsector, comprised of retailers such as Trade Joe's, Whole Foods and Wegmans, are seeing growth from low-, middle- and high-income households, signaling broad consumer appeal across income groups.
Trader Joe's stood out as the category's top performer, growing more than 3 percent year-over-year, outperforming the grocery sector by 6 points. The brand is gaining traction across income levels and age groups, including double-digit year-over-year growth among Gen Z shoppers. It also continues to outperform peers on customer loyalty, with a 35 percent retention rate four quarters after first purchase – higher than both ALDI and Wegmans.
Additionally, many shoppers who buy groceries at competitors still spend a significant portion of their grocery budget at Trader Joe's. For example, Sprouts Farmers Market shoppers allocate 48 percent of their specialty grocery spend to Trader Joe's, and Wegmans shoppers allocate 47 percent.
Additional insights from the report include:
- Traditional supermarkets, including names like Publix and Safeway are seeing pullbacks from every income group, with the sharpest declines among lower-income shoppers.
- Discount grocers such as ALDI, Lidl, Food 4 Less and Grocery Outlet gained share of the overall grocery market from early 2022 through mid-2024 as shoppers traded down; however, that growth has plateaued since mid-2025. Whether that trend continues will depend on the trajectory of food inflation and whether shoppers continue to shift spending toward specialty grocers.
Consumer Edge's full U.S. Grocery Outlook 2026 can be found here.
Report: A Halo Effect of GLP-1s Reported on Household Diets
In addition to adjustments made to their own grocery lists, many GLP-1 consumers report that their healthier diets have had a positive influence on their overall households, according to an Acosta study.
These consumers are purchasing more fresh produce (55%), yogurt (32%), fresh chicken (31%), protein shakes and powders (30%), and protein bars (29%). Conversely, fewer sweets (58%), salty snacks (44%), and sugary drinks (41%) are being added to in-store and online shopping carts.
Key categories of interest among all GLP-1 consumers, particularly Gen Z and Millennials, include high-protein, high-fiber, hydration/electrolyte, and gut health products, confirming the importance of embedding protein-forward and nutrient-dense products into innovation pipelines.
When using a GLP-1 for weight loss, nearly all consumers also report a shift in their relationship with food: 41% say they’re pleased with the healthier changes they’ve made, and half of these consumers report a positive impact on their household’s overall eating habits, with that percentage increasing to 79% for Millennials.
Ideas and Inspiration - Costco, Lowes, Publix
- Publix has introduced new fresh cookies inspired by its most popular cakes. They are available in four decadent flavors: Double Cookies & Cream, Vanilla Celebration, Double Chocolate and Raspberry Cream Cheese.
- In Q2, Costco launched about 30 new Kirkland Signature items, including crispy wings, blackened salmon, and various apparel items, Gary Millerchip, the retailer’s Chief Financial Officer, said in a Q2 2026 conference call.
- Lowes Foods recently ran a week-long promotion offering a $7 savings for shoppers who spent $25 on its “Brown Bag” private label items.