Have You Considered Walmart For Your Food Brand?

For food brands, securing a spot on Walmart’s shelves can be a significant opportunity for growth. Walmart serves a massive customer base, with approximately 255 million shoppers visiting its stores and e-commerce platforms weekly as of 2024. This vast reach, spanning over 10,500 stores across 19 countries, makes Walmart a prime destination for food brands aiming to connect with diverse, value-driven consumers. At Ciao Chow, we believe partnering with a retailer like Walmart offers food brands a powerful platform to reach happy buyers who value both affordability and quality.

Walmart shoppers are known for their appreciation of value, often seeking low prices without sacrificing quality. Research shows that Walmart’s customers include “value-price shoppers,” who prioritize affordability, and “price-sensitive affluents,” wealthier shoppers who love a good deal. This mix creates a unique opportunity for food brands to cater to both budget-conscious buyers and those willing to splurge on premium products. For instance, shoppers often pair store-brand staples like Great Value pasta with premium sauces, a trend Walmart calls “value hacking,” allowing them to enjoy quality while saving money. This behavior highlights how Walmart’s audience values both cost savings and premium offerings.

Walmart’s omnichannel strategy further amplifies a brand’s potential reach. With digital sales soaring—e-commerce revenue grew 90% from pre-COVID levels to 2022—brands can tap into online shoppers through services like Walmart+ and same-day delivery. Grocery sales, which make up 59.8% of Walmart U.S. net sales in 2024, drive frequent visits, with over 50% of shopping baskets including food items. This high traffic ensures food brands gain visibility among consumers who shop regularly for essentials and are open to discovering new products, whether budget-friendly or premium.

Additionally, Walmart supports emerging brands through initiatives like its Open Call program, helping smaller food brands scale. Success stories like Partake Foods, a Black-owned allergen-free brand, show how Walmart’s platform can elevate niche products to a national stage. By selling into Walmart, food brands can leverage its scale, shopper diversity, and innovative retail strategies to build loyalty among buyers who appreciate the balance of value and premium quality, all while celebrating the joy of food.