Strolling past Great Value and Equate next to the big-name labels, it’s tempting to grab your usual picks. Quick win first: a fast check of Groupon’s Walmart discount codes can shave a little off your total before you even hit checkout.

Here’s the saver’s secret: many store-brand essentials deliver comparable quality to national brands—often from similar manufacturers—at prices that are easier on your budget. The real skill is knowing when to switch and when to stick. In this guide, we’ll flag the categories where Walmart’s private labels can help you save without giving up performance—and the few spots where a name brand still earns its keep.

Why Store Brands Are Winning the Value War

Store brands aren’t just the budget pick anymore—they’re the smart pick. By skipping the marketing spend that props up big-name labels, private label products pass those savings straight to your cart.

Shoppers are catching on. Value now matters more than a flashy logo, and Walmart has every reason to keep its Great Value and Equate lines up to standard—they deliver both higher margins for the retailer and lower prices for you.

The old quality gap? Largely gone. In fact, many private labels come from the same manufacturers as the name brands, just in different packaging. You’ll often get the same results without the premium price tag.

Curious how this plays out beyond Walmart? Check out our take on Amazon Basics vs. name brands for another smart-savings comparison.

Walmart Private Labels: Where to Switch and Save

Great Value: Everyday Grocery Wins

Great Value is Walmart’s best-known store brand, covering pantry staples, snacks, frozen foods—most of the weekly list. The draw is simple: familiar items, friendlier prices.

In blind taste tests, many Great Value products hold their own against name brands. If you’re buying cereal, pasta sauce, or snacks, a switch can trim the bill without sacrificing flavor. For families, look at baby basics like diapers and formula—small swaps, big savings over time.

Want something a notch up? Walmart’s bettergoods line adds a premium feel without premium pricing, so you can upgrade select items and still stay on budget.

Equate: Same Active Ingredients, Lower Prices

Here’s the easy win. The FDA requires Equate OTC medicines to use the same active ingredients, strength, and dosage as their name-brand equivalents. In practice, that means Equate ibuprofen works like Advil—at a lower price.

From pain relief and allergy meds to skincare and vitamins, Equate meets the same regulatory standards as national brands. The big differences are packaging and price, which makes Equate a smart pick for everyday health needs and anything you restock often.

Marketside: Fresh Picks for Less

Marketside is Walmart’s fresh-food lane—produce, bakery, and deli staples where you can see (and taste) the quality. The pitch is simple: everyday fresh items, everyday prices.

There’s a sustainability angle, too. Walmart has been rolling out moves like commercially compostable cutlery and more responsible sourcing (e.g., private-brand teas), so “store brand” doesn’t have to mean compromise.

Start with the easy wins: bagged salads, bakery loaves, ready-to-eat deli sides. Check dates, compare unit prices, and let taste be the tiebreaker. If it meets your standard, you’ve just found a fresher swap that’s kinder to your weekly budget.

When Name Brands Still Win (And Why)

Let's be honest—store brands aren't always the best choice for everyone. Some categories where name brands might still be worth the extra cost include specialty dietary products, certain beauty items where formulation matters, and products where you have strong personal preferences.

If you've found a name-brand product that works perfectly for your specific needs—whether it's a particular shampoo formula or a specialty food item—there's no shame in sticking with what works. The goal isn't to replace everything with store brands, but to identify where you can save without compromising on what matters to you.

Some shoppers also prefer name brands for gifts or special occasions, and that's perfectly valid. The key is making conscious choices about where your money goes and ensuring you're not paying extra out of habit rather than preference.

Smart Shopping Strategies for Maximum Savings

Start small when testing store brands. Pick one or two products you use regularly—like paper towels or pasta—and try the Great Value version. If you're satisfied, gradually expand to other categories. This approach helps you build confidence without feeling like you're overhauling your entire shopping routine.

Read ingredient lists and nutrition labels to compare store brands with name brands. You'll often find they're nearly identical, which can give you confidence in making the switch. For medications and supplements, look for the same active ingredients and dosages.

Keep an eye out for Walmart rollback deals on both store brands and name brands. Sometimes a name brand on sale can be cheaper than the store brand regular price, so staying flexible helps you maximize savings.

1. Walmart Launches bettergoods, a New Private Brand — Walmart Corporate
2. Great Value — Walmart.com
3. Equate Brand Shop — Walmart.com
4. Marketside — Walmart.com