The grocery industry is experiencing an unprecedented wave of rebranding initiatives that’s reshaping how consumers interact with their favorite supermarket chains. Fresh research reveals that major retailers are investing millions into complete brand overhauls, driven by evolving consumer preferences and intensifying market competition. With store brand sales hitting record highs and traditional boundaries blurring between discount and premium offerings, industry giants are racing to reinvent their visual identities and customer experiences.
Aldi’s Massive Private Label Rebrand Reaches Every Product Line
Discount grocery chain Aldi unveiled its largest private label branding and packaging refresh to date, introducing the first-ever Aldi namesake private label brand, while adding “an Aldi original” endorsement to the packaging of all other private label brands it sells. This represents a seismic shift for the German retailer that has traditionally kept its own name separate from product lines.
The company underwent a rebranding effort to reposition itself as a premium grocery retailer with high-quality products at affordable prices. Aldi’s revenue has been growing steadily, with the company reporting strong performance in recent years.
The company’s profit margin improved by 5% after the rebranding efforts, while Aldi’s market share in the grocery retail industry increased by 5%, positioning the company as a strong competitor to traditional supermarkets. This comprehensive rebrand demonstrates how strategic identity changes can drive measurable business results.
Walmart’s Transformation from Basic Value to Omnichannel Powerhouse
Walmart underwent a major rebranding effort in 2015 to revamp its stores and enhance the shopping experience, investing heavily in improving its e-commerce platform, expanding product offerings, and redesigning physical stores. The retail giant recognized that maintaining market leadership required more than just low prices.
The company’s overall revenue from grocery sales in 2024 was $200 billion, accounting for 50% of its total revenue. After the rebranding efforts, Walmart’s market share in the grocery retail industry increased by 10%, making it the largest grocery retailer in the US with a 25% market share.
The retailer launched its new bettergoods line including 300 items, marking its largest private brand food launch in 20 years. Walmart already dominates the private brand grocery business with its Great Value marque on more than 1,000 food and beverage products.
Kroger’s Technology-Driven Store Experience Revolution
Kroger underwent a rebranding effort in 2019 to modernize its stores and enhance the shopping experience, investing in upgrading technology infrastructure, expanding product offerings, and launching a new loyalty program. The supermarket chain understood that competing in today’s market requires seamless digital integration.
The company’s revenue from grocery sales in 2024 was $120 billion, accounting for 60% of its total revenue. After the rebranding efforts, Kroger’s market share increased by 8%, making it the second-largest grocery retailer in the US with a 20% market share.
The grocery giant expanded its Our Brands portfolio, adding to its existing labels Simple Truth, Private Selection, Smart Way, and Field & Vine, with store brands’ sales growth outpacing national brand sales. Kroger launched 600 new items under private-label brands this year.
Amazon’s Unified Grocery Brand Strategy Takes Shape
Amazon is uniting two of its private label grocery brands – Amazon Fresh and Happy Belly – under the simplified Amazon Grocery banner, combining them into one private label grocery essentials assortment. This consolidation represents a significant strategic shift for the e-commerce giant’s grocery ambitions.
The renamed private label brand features more than 1,000 food items rated four-stars or above on Amazon.com, including everything from milk and olive oil to fresh produce, meat and seafood. Most products are priced under $5, targeting budget-conscious shoppers.
Amazon’s private label brands gained momentum with customers, as shoppers purchased 15% more private-brand products in 2024 at Whole Foods, Amazon Fresh and Amazon.com than they did in 2023. The rollout followed the September 2024 launch of Amazon Saver, a “no-frills” grocery essentials brand.
