# Better-for-You Grocery Brands Target's Good & Gather Shares Convenient & Affordable Food & Drinks By Laura McQuarrie | Published 2019-08-19 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/good-gather References: [prnewswire](https://www.prnewswire.com/news-releases/target-unveils-good--gather-new-flagship-owned-brand-featuring-high-quality-great-tasting-and-affordable-food-and-beverage-products-300903265.html) & [corporate.target](https://corporate.target.com/press/releases/2019/08/good-and-gather) Target is launching a flagship grocery brand called Good & Gather to offer new options to consumers that are convenient, flavorful and affordable. The new launch will include everything from dairy and produce to ready-made pasta products and sparkling water. Appealing to health-conscious yet time-strapped families, Good & Gather products are free from artificial flavors and sweeteners, synthetic colors and high fructose corn syrup. Good & Gather is the largest own-brand launch from Target and in the fall, shoppers will be able to look forward to a range of food and beverage products that are centered on sharing "taste, quality ingredients and ease, at a great value." By the end of 2020, Good & Gather is expected to make more than 2,000 products available to consumers. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 76% | Activity: 95% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Convenient Grocery Brands:** There is an opportunity for grocery brands to offer convenient, ready-to-eat food and beverage products for health-conscious, time-strapped consumers. - **Affordable Health Foods:** There is a growing market for affordable, better-for-you grocery brands that are free from artificial flavors, sweeteners, synthetic colors, and high fructose corn syrup. - **Large-scale Own-brand Launch:** Large retailers can benefit from launching their own grocery brands to offer a wider range of products that align with consumer preferences and needs. ### Who This Affects Most - **Food and Beverage:** The food and beverage industry can capitalize on the growing demand for convenient, healthy and affordable grocery brands, by offering a range of ready-to-eat food and beverage products that are free from artificial ingredients. - **Retail:** Retailers can benefit from launching their own grocery brands to boost sales and offer a wider range of products that appeal to health-conscious consumers. - **Consumer Goods:** The consumer goods industry can identify opportunities to launch affordable, better-for-you grocery brands that appeal to time-strapped consumers, while addressing concerns around artificial ingredients in food and beverage products. ## Related on Trend Hunter - [Low-Cost Super Bowl Snacks](https://www.trendhunter.com/trends/target-private-label-products.md) - [Exclusive Co-Created Collaborations](https://www.trendhunter.com/trends/good-gather-collabs.md) - [Wellness-Focused Retailer Ranges](https://www.trendhunter.com/trends/wellness-products.md) - [Seasonal Autumn Treats](https://www.trendhunter.com/trends/target-1.md) - [Performance Product Retail Expansions](https://www.trendhunter.com/trends/gainful-products.md) - [Minimal Affordable Sub-Labels](https://www.trendhunter.com/trends/nofrills-brand.md) - [Elevated Private Food Ranges](https://www.trendhunter.com/trends/bettergoods.md) - [Halloween-Inspired Retail Capsules](https://www.trendhunter.com/trends/target-3.md) - [Revamped Private Label Ranges](https://www.trendhunter.com/trends/target-upup.md)