Walmart’s Bettergoods: Shoppers Indulging in Ice Cream Treats

According to Numerator data, the new private-label brand is surpassing Great Value in performance. Gen Z shoppers are 67% more likely to choose Bettergoods desserts over Great Value ice cream.

Since its launch two weeks ago, Walmart‘s private label Bettergoods has gained popularity, particularly in the ice cream segment, where younger shoppers are opting for it over the retailer’s Great Value brand, primarily due to taste.

Numerator data indicates that Gen Z shoppers are 67% more likely to purchase Bettergoods ice cream compared to Great Value (10.7% versus 6.4%). Additionally, 30% of ice cream shoppers seek out natural and organic options while grocery shopping.

Flavor is a significant driver for Bettergoods ice cream sales, with nearly 40% of shoppers citing it as their primary reason for choosing the brand. Price also played a role for 38% of consumers, while 31% were influenced by the nutritional facts.

Looking ahead, 78% of Bettergoods ice cream buyers expressed their intention to repurchase the brand on their next ice cream outing, with 46% considering it a better value compared to other ice cream brands.

Bettergoods resonates with both low- and high-income households, as Numerator reports that low-income consumers are 34% more likely to purchase it, while high-income households show a 20% higher likelihood compared to Great Value shoppers. Interestingly, 71% of those who bought Bettergoods ice cream were unaware that it is owned by Walmart.

Additional insights reveal that Bettergoods ice cream shoppers make 16% fewer grocery trips annually but spend 12% more per trip. Moreover, over 14% of grocery spending among Bettergoods ice cream buyers occurs online, significantly higher than the 9.5% for Great Value shoppers.