It’s been two weeks since the launch of Walmart’s private label Bettergoods, and when it comes to ice cream more consumption is coming from younger shoppers compared to the retailer’s Great Value brand — and taste is the reason why.
Numerator data shows Gen Z shoppers are 67% more likely to buy the Bettergoods dessert than Great Value ice cream (10.7% versus 6.4%), and three in 10 shoppers of the ice cream brand seek natural and organic foods when shopping for groceries.
Furthermore, almost 40% of the ice cream shoppers bought the Bettergoods product for its flavor while 38% said price was a factor, and 31% said they were sold on the nutritional facts.
As for future trends, 78% of Bettergoods ice cream buyers said they would purchase again on their next ice cream trip, and 46% find it to be a better value compared to other ice cream brands.
Bettergoods appeals to both low- and high-income groups, Numerator found, as the private-label brand saw low-income homes to be 34% more likely to purchase and high-income homes to be 20% more likely compared to Great Value shoppers.
However, 71% of those who bought Bettergoods ice cream did not know it was owned by Walmart.
Other ice cream findings were:
- Bettergoods shoppers make 16% fewer grocery trips in a year but spend 12% more during those trips
- Over 14% of grocery spending among Bettergoods ice cream shoppers happens online, which is significantly higher than Great Value (9.5%)
As of May 13 there are 4,616 Walmart locations in the U.S. according to ScrapeHero.
