Perhaps most intriguing, however, is the selection of gluten free items marketed under Walmart’s Great Value private label brand. The assortment includes cookies, granola bars, pasta and pretzels – all, not surprisingly, priced well below available national brand equivalents (NBE). For example, a 6-ounce box of Great Value Gluten Free rice pasta & cheddar cheese mix (aka mac & cheese) retails for $1.28. Compare this to the $2.48 price tag for national brand Annie’s gluten free mac & cheese.
Key Takeaways
- The favorable price/value proposition associated with Great Value gluten free goods compared with name brand equivalents (NBE) could be enough to entice consumers to trial Walmart’s store brand.
- Gluten free Great Value has the potential to be the value alternative for low-to-middle income shoppers required to maintain a medically diagnosed gluten free diet, i.e., those with celiac disease and other gluten sensitivities.
- Thus far, however, Walmart has not been very vocal about its growing presence in gluten free. Additional marketing efforts might be needed to draw the attention of gluten free shoppers.
- As with most categories, manufacturers and competitive retailers alike must keep a watchful eye on Walmart’s moves. The world’s largest retailer has a history of disrupting traditional retail models. Walmart could easily become a force to reckon with in the gluten free retail space as well.
Full report (PDF) available here: GLUTEN FREE Retail Intelligence, January 2016