Retailers are using myriad strategies to elevate private-brand offerings.
McKinsey reports that more than 80% of U.S. consumers rate the quality of private-brand food products the same or better than national brands, and nearly 90% feel that private brands offer similar or better value.
On stage this morning were Emily Erusha-Hilleque, Senior Vice-President, Private Brands, from Macy’s, Scott Morris, Senior Vice President- Food, Consumables, and Manufacturing, with Walmart, Mike Wier, Vice President, CVS Store Brands, and Melissa Repko, Retail Reporter with CNBC.
Attendees heard how retailers were taking on the big brand names with strategies that bundle innovation, marketing and razor-sharp pricing.
The panellists spoke about how their businesses were focusing on private label. Scott spoke about Walmart’s ‘Better Goods’ recently launched private label food brand as a more ‘elevated, trend-forward’ alternative to its longstanding value brand, Great Value. The new private-label brand focuses on chef-inspired flavours, modern food trends, and dietary-specific products, like organic and plant-based.
Emily spoke about how Macy’s was re-architecting their private-label brands, with a stronger focus on trends and newness. Macy’s is also looking at customising private-label ranges across different generations.
Macy’s, Inc. has recently accelerated its private‑label strategy as part of a broader effort to modernise its merchandise mix and improve margins, launching several new owned brands across apparel and home. Since mid‑2023, the company has introduced ‘On 34th’, a women’s apparel and accessories brand focused on modern wardrobe staples; ‘State of Day’, a women’s loungewear, sleepwear and intimates line centred on everyday comfort; and ‘Arch Studio’, a moderately priced home brand offering bedding, bath, kitchenware and dinnerware.
Together, these launches reflect Macy’s shift toward fewer, more clearly positioned private labels that are design‑led, informed by extensive customer research, and aimed at delivering style and value while helping the retailer differentiate itself from national brands and increase the long‑term contribution of private labels to overall sales.
Mike from CVS spoke about how they re-engineered their private-label brands to help customers make choices easier. Modernising the brand imagery made it easier for customers to identify and select products.
CVS Pharmacy officially launched Joyward™ in late 2025, a new brand focusing on seasonal décor, gifts and celebratory home accents. Joyward plays a strategic role in CVS Pharmacy’s broader owned‑brand evolution, which is increasingly focused on design‑led, non‑health categories that drive impulse purchases and front‑of‑store traffic.
By grouping all seasonal merchandise under Joyward, CVS aims to simplify the shopping experience while improving brand recognition and flexibility across seasons.
Shoppers were demonstrating greater acceptance and adoption of private-label brands.
Scott noted, “Customers are now expecting value with quality, so retailers are investing heavily into bringing those two variables together more closely”.
Emily suggested that, “Private Label fills that space in our revenue in conjunction with national brands. We have multiple entry price points across our Private Label brands. They are not all super low price.”
Panellists were asked, ‘what failed’?
Emily indicated that with Macy’s ‘On 34th’ Brand, “We made the assumption that customers wanted basics, but what they really wanted was inspiration and fashion. Core versus fashion was always a challenge to balance.”
“Customers were willing to pay more, for better quality. We had too much range in core, and not enough in fashion.”
Scott suggested sometimes, “Less is more, but you also need to be on trend – particularly flavours. Good examples are the growth of on-trend flavours of Easter hot cross buns. They are no longer just ‘traditional’ flavours.”
Mike stated, “You need to increase and reassess your risk profile, when you start to push private label trend boundaries”.
All panellists spoke about how they identify emerging trends. Mike indicating social media scraping led them to launch a range of sugar-free vitamin gummies for children.
“Listening and staying highly curious, when seeking out trends. Looking broadly outside our channel such as fitness trends, styling trends or flavour trends.”
“We seek third-party insights, listen to suppliers, listen to our buyers. We go into markets and observe.”
Panellists indicated that Gen A consumers, born between 2010 and 2024, want quality, inspiration, value and experience — all rolled into one. CVS Pharmacy noted this presents both a challenge and an opportunity, as its ranges tend to be skewed toward an older, pharmacy-dependent shopper. Attracting this younger cohort may require pharmacy retailers to revisit brand strategy, ranging and layout choices.
“We call out what our healthcare Private Label products do more clearly on pack”.
In concluding, what did panellists see as the hot trends?
For Macy’s it’s about collaborations.
“Blending private brand portfolios with influential voices into the collaboration space is the biggest thing that we are focusing on.”
CVS expanded brands into new channels, i.e., airports, with their private label offers. Scott suggested the biggest flavour trend for 2026 will be Ube.
Ube is a purple yam native to the Philippines and a cornerstone ingredient in Filipino desserts and baking. It has moderately sweet and nutty taste profile. Its naturally vibrant purple colour and mild sweetness make it especially popular in cakes, pastries, ice cream and confectionery, both traditionally and in modern global food products.
Expect to see Ube flavour enter the Australian food and grocery market soon.
