Restyling CVS's Private Label Product Lineup
In the world of retail, staying relevant and competitive is key. Two major players, CVS and Casey's, are making strides in this regard by modernizing their private label offerings.
CVS, a leading pharmacy and wellness retailer, has been actively enhancing its private brand portfolio. The latest updates show a focus on improving product quality, packaging, and expanding distribution. While no major full private label rebrand initiative has been announced, the company's strategic expansion and financial strength suggest ongoing private label innovation and enhancement.
In Q2 2025, CVS's pharmacy and wellness division sales grew strongly, driven by higher volume in pharmacy and front-end products, which likely includes private brands. The retailer is also expanding its retail footprint, operating about 9,000 retail pharmacy stores combined with extensive care clinics, supporting broader private brand marketing and consumer reach.
CVS is not alone in this endeavour. Industry trends show a growing competition among retailers, with consumers struggling to differentiate between private label and name brands. To address this, retailers like CVS are investing in upgrading their private brand packaging, product quality, and marketing to position them competitively.
A notable example is the partnership with Soylent, a plant-based protein brand, which has modernized its product focus on premixed, ready-to-drink options with a refreshed formula, supporting CVS’s front-end diversification through exclusive or distributed nutritional supplements.
Meanwhile, Casey's, a convenience store chain, started a private label retooling effort in 2020. The aim was to evolve the brand, make it more contemporary, and make the private label assortment relevant for shoppers for the next 50 years. The redesign involved a review of product assortment and a focus on allowing individual items to stand out, downplaying the red used in the packaging.
The Fresh Market, another retailer, also underwent a rebrand due to losing relevance with its guests. The redesign involved reimagining the brand, creating packaging with more personality, and adding new selections such as breakfast items, in-store roasting of coffee beans, and items like pizza, ribs, salmon, and pulled pork to its menu.
The Velocity Conference + Expo, held in Charlotte, N.C. in May 202x, focused on the growth of private label across various retail channels and strategies to modernize private brands. The need for rebranding was not exclusive to CVS and Casey's, as retailers across the board are seeking ways to stay relevant and competitive in the ever-evolving retail landscape.
As we move forward, additional details on the CVS private label rebrand are expected to be made public in the coming weeks. The ongoing modernization efforts by CVS and Casey's underscore their commitment to providing high-quality, innovative, and relevant products to their customers.
- In the retail industry, finance plays a crucial role in enabling retailers like CVS to innovate and enhance their private label offerings, such as improving product quality, packaging, and expanding distribution.
- As the competition among retailers heightens, with consumers often struggling to differentiate between private label and name brands, retailers, including CVS and Casey's, are investing in private label modernization, center store strategies, and private label rebranding to maintain their competitive edge.
