Major US grocers are accelerating private label expansion in 2026, with nearly every significant retailer launching new store brands focused on protein, fiber, and health claims. Kroger, Hy-Vee, and United Natural Foods all released health-focused products in January alone. Walmart is undertaking its largest private label overhaul in seven years, revamping nearly 10,000 products across more than 100 categories.
The private label sector has become essential to retailer strategy. For discount chains like Aldi and Trader Joe's, store brands are core to survival, making up roughly 80 percent of shelf space at those retailers, according to data analytics firm Numerator. Warehouse clubs like Sam's Club and Costco derive roughly one third of their sales volume from private label lines. Traditional grocers have significant room to grow. Walmart currently maintains roughly 26 percent private label sales volume, followed by Kroger at 26 percent, Albertsons at 19 percent, Target at 18 percent, and Amazon at 3 percent, according to Numerator. This translates to more than $100 billion in US annual net sales for Walmart and more than $30 billion for Kroger, the Private Label Manufacturers Association noted.
Walmart's seven-year refresh
Walmart is revamping its Great Value private label product lineup with nearly 10,000 products across more than 100 categories for the first time in seven years. The shift represents the largest update to its core store brand in years.
Protein and fiber claims drive launches
Meijer, a privately owned Midwestern grocer with more than 500 locations, launched three exclusive store brand products in mid-April featuring protein claims. The new products include Frederik's by Meijer Sesame Protein Pasta Salad with 13 grams of protein per serving, Meijer Protein Puffs Snacks with 12 grams of protein, and True Goodness by Meijer Grass-Fed and Finished Double Smoked Beef Sticks with 10 grams of protein per serving. Meijer's portfolio features more than 700 SKUs with more than 10 grams of protein per serving. The retailer also noted that more than 120 private label products carry 5 grams of fiber or more per serving, with more than 20 high-fiber products in its True Goodness wellness line.
Kroger expanded its Simple Truth portfolio with 24 SKUs offering between 9 grams and 21 grams of protein per serving in January.
Consolidation and investment activity
The private label space continues attracting major capital. Investindustrial purchased Treehouse Foods for $2.9 billion in February, and CK Snacks purchased Keystone Food Products in April.
Independent grocers join the push
Associated Wholesale Grocers, a major cooperative distributor for independently owned supermarkets, released 63 new store brand items in the first quarter of 2026 across brands including Best Choice, Superior Selections by Best Choice, Tippy Toes, TopCare, and Simply Done. Natural Grocers, which launched its private label line a decade ago, has grown the portfolio to more than 900 products and added Wild Smoked Coho and Wild Smoked Sockeye Salmon in late April.
The Private Label Manufacturers Association said retailers are launching product lines to expand store brands' reach while defending them against growth in the sector overall.