# Revamped Private Label Ranges The Target up&up Collection Has Been Expanded and Updated By Michael Hemsworth | Published 2024-02-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/target-upup References: [progressivegrocer](https://progressivegrocer.com/target-updates-expands-classic-upup-own-brand) & [corporate.target](https://corporate.target.com/)  [Private label products](https://www.trendhunter.com/trends/unfi-private-label-products) are continuing to see growth and an increase in popularity as consumers seek out more value, which is seeing brands respond in kind as with the revamped and expanded [Target](https://www.trendhunter.com/trends/national-pet-month) up&up range. The retailer is adding a range of new products to its collection that cover oral care, moving supplies, dog grooming napkins, pain relief medications, computer accessories and more. The brand is also introducing [new branding that is bold, colorful](https://www.trendhunter.com/trends/zitsticka-target) and easy for shoppers to spot in-store to make the hunt for value-focused products easier. EVP and Chief Food, Essentials and Beauty Officer Rick Gomez spoke on the revamped Target up&up range saying, "Our up&up brand is already incredibly popular, generating nearly $3 billion in sales every year — and with this expansion, we’re giving even more guests reasons to choose Target for their household essentials. Our product teams combed through thousands of guest reviews to create new formulations, hundreds of new products and thoughtful packaging to make up&up even better — all while continuing to offer truly unbeatable value.” ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 50% | Activity: 69% | Freshness: 21% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Expanded Private Label Ranges:** Private label products are experiencing growth as brands respond with revamped and expanded collections. - **Value-focused Products:** Consumers are seeking out private label products for their value, leading to the introduction of bold and colorful new branding. - **Enhanced Consumer Experience:** The revamped Target up&up range offers new formulations, hundreds of new products, and thoughtful packaging based on guest reviews, providing an improved shopping experience. ### Who This Affects Most - **Retail:** Retailers are expanding their private label ranges to cater to the growing demand for value-focused products. - **Consumer Goods:** The private label trend is driving growth in the consumer goods industry, prompting brands to revamp and expand their product offerings. - **E-commerce:** The revamped private label ranges provide opportunities for e-commerce platforms to highlight value-focused products and improve the overall shopping experience. ## Related on Trend Hunter - [Affordable Pet Products](https://www.trendhunter.com/trends/national-pet-month.md) - [Elevated Private Food Ranges](https://www.trendhunter.com/trends/bettergoods.md) - [Expansive Child Product Ranges](https://www.trendhunter.com/trends/target-baby-products.md) - [Refreshed Private Label Products](https://www.trendhunter.com/trends/cvs-brand-products.md) - [Value-Minded Private Label Products](https://www.trendhunter.com/trends/target-dealworthy.md) - [Wellness-Focused Retailer Ranges](https://www.trendhunter.com/trends/wellness-products.md) - [Minimal Affordable Sub-Labels](https://www.trendhunter.com/trends/nofrills-brand.md) - [Expanded Wellness Retail Assortments](https://www.trendhunter.com/trends/target-wellness-assortment.md) - [Low-Cost Private Brand Expansions](https://www.trendhunter.com/trends/dollar-general-clover-valley.md)