Target Corp. is celebrating the fifth anniversary of its beloved Good & Gather brand, which has quickly evolved into a cornerstone of their food and beverage offerings. This collection has not only solidified Target’s presence in the grocery space but has also driven significant revenue growth. More than 40% of grocery trips to Target now include at least one item from Good & Gather, illustrating its widespread acceptance among shoppers.

John Conlin, Senior Vice President of Merchandising for Food and Beverage at Target, recently shared insights into Good & Gather’s success and its impact on the retailer’s overall food and beverage strategy. Launched in September 2019, Good & Gather was designed to cater to consumers seeking convenient, quality food options that don’t break the bank. Today, it represents Target’s largest owned food and beverage brand, boasting over 2,500 products, with more than half priced under $5.

Consumer-driven Innovation

Conlin attributes much of Good & Gather’s success to a consumer-centric approach. “We continuously seek feedback from consumers, which helps us refine our offerings and make them more appealing.” This strategy has allowed Target to adapt the Good & Gather brand to include new categories such as Good & Gather Toddler and Good & Gather Baby, further expanding its portfolio and relevance to families.

The upcoming launch of Good & Gather’s frozen family meal line, featuring internationally inspired dishes like Thai green curry chicken and Indian chicken tikka masala, serves as an example of Target’s commitment to innovation. Conlin notes that digital grocery shopping has seen accelerated growth, with food and beverage sales increasing by more than 15% since 2019, largely due to improved digital ordering options.

Shifting Market Dynamics

The grocery landscape is changing, and store brands are becoming synonymous with quality. Good & Gather exemplifies this shift, firmly establishing itself as both a premium and value-driven option in the market. Conlin explains, “What sets Target apart from other grocers is our unique assortment. We curate products our guests will love by combining owned brands like Good & Gather with national and emerging brands.” This “magic mix” has led to explosive growth in the company’s food and beverage sales, which have increased by over $8 billion in just five years, largely due to Good & Gather’s contributions.

Shoppers today have heightened expectations from private label goods. They desire products that not only provide value but also impart quality typically associated with national brands. Good & Gather delivers on this promise through thoughtful packaging and an intuitive product selection that resonates with modern consumers.

The Future of Good & Gather

As Good & Gather approaches its sixth year, Target remains committed to exciting innovations. Conlin previews over 500 new products scheduled for release this fall, designed to engage consumers with flavors and concepts suited to seasonal preferences. Among the anticipated highlights are Good & Gather Stuffing Flavored Potato Chips and Good & Gather Apple Pie Sparkling Water.

Target is also preparing for the Thanksgiving season with its meal options. The previous year’s Thanksgiving Meal Under $25 was met with enthusiasm, and this year, Conlin assures, more value offerings will be unveiled, making holiday shopping more accessible for families.

In 2025, Good & Gather plans to expand even further into snack solutions, particularly tailored to the preferences of Millennials and Gen Z, who favor snacking throughout the day. The brand’s establishment in toddler and baby food markets has already proven successful, with a reported upcoming launch of 28 new items.

Innovation in Freshness

Continual investment in freshness is vital for any grocery retailer. Conlin emphasizes Target’s commitment to fresh produce, explaining that “you can’t be in the grocery business without fresh produce.” Recent renovations across 1,000 stores aim to reinforce the importance of freshness and elevate the customer experience related to their Good & Gather products.

Good & Gather is not merely a grocery line; it reflects Target’s broader strategy of enhancing customer experience through quality and value. As shopping habits continue to evolve, Target’s adeptness at responding to consumer demands is likely to shape not only the future of Good & Gather but also the broader retail landscape.

In summary, Target’s Good & Gather line illustrates how a strong focus on consumer feedback aligns product offerings with shopper needs. The brand has not only transformed perceptions of store brands but has also contributed significantly to Target’s growth in the competitive grocery sector. As more families turn to Good & Gather for their food needs, the brand is well-positioned for continued success.