Dollar General follows Walmart with new shelf change as exec claims shoppers ‘can’t afford’ to make a shopping mistake ...Middle East

DOLLAR General shoppers will soon see a major merchandise change as it follows the lead of retailers like Walmart and Amazon.

The discount chain unveiled plans to add a selection of new private brand items as it works to provide budget shoppers with on-trend and quality products.

Dollar General is taking strides to help its shoppers make the most of every penny in the new year.

One major way the company has done so in the past is through its massive selection of private label products.

“Our customers can’t afford to make a mistake when shopping. They need the value that our private brands offer, but with the assurance that the products will meet or exceed their quality expectations,” said Angela Martin, vice president of consumer insights and branding in a press release from last week.

“Customers don’t want to feel like they are settling.”

Clover Valley, Dollar General’s largest brand by sales, currently offers over 600 products.

In an effort to expand its offerings, the chain plans to add around 100 new private brand products in the first quarter of 2025, with over half being Clover Valley items.

Our customers can’t afford to make a mistake when shopping. They need the value that our private brands offer, but with the assurance that the products will meet or exceed their quality expectations.”

Some of the tasty new items that customers can expect to see include:

Dollar General’s move follows the efforts of retailers such as Walmart, Kroger, and Amazon, which have taken steps to expand their store brands.

Private label sales increased nearly 4% to $271 billion last year, per Circana data cited by the Private Label Manufacturers Association.

PRIZED PRIVATE LABELS

Dollar General sells over 3,200 private label items backed by its 100% satisfaction guarantee.

The discount chain has a handful of private brands, such as Smart & Simple paper and cleaning products, Heartland Farms pet food and treats, and DG Health over-the-counter medications.

Other Dollar General private labels include its Studio Selection personal care products, Sweet Smiles candies, and Clover Valley food and drinks.

The latter brand is the discount company’s largest brand by sales, raking in over $2.3 billion in retail sales for fiscal 2023.

Dollar General’s effort to provide consumers with quality products at everyday low prices has even earned the chain accolades.

The company was recently awarded a Progressive Grocer Editors’ Pick for its Clover Valley Lobster Bites.

Dollar General was also awarded Private Label Manufacturers’ Association Salute to Excellence awards for its Clover Valley Vanilla Caramel Ice Cream Cones and TrueLiving Heavy Duty Non-Stick Aluminum Foil.

“As shoppers seek value and quality, we continually listen to customer feedback to identify opportunity gaps,” said Emily Taylor, executive vice president and chief merchandising officer.

“With more than half of our customers’ baskets having at least one private brand item, we are proud to make significant investments in our private brands, bringing even more on-trend products and pantry staples to shelves.”

As Dollar General adds new private brand items to attract consumers, other major companies have initiatives underway to please their customer base.

Starbucks is bringing back and introducing new amenities after reversing a seven-year-old policy.

Plus, Target promised to “make improvements” to its Circle program after recent controversial changes.

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