The Benefits of Food Brands Selling into Target

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For food brands, securing a spot on Target’s shelves can be a game-changer. Target has evolved into a grocery powerhouse, with its food and beverage sales reaching $24 billion in 2024, growing by over $8 billion since 2019. This growth reflects Target’s ability to attract a wide customer base, making it an ideal platform for food brands to gain visibility and drive sales. At Ciao Chow, we believe partnering with a retailer like Target offers food brands unique opportunities to connect with happy buyers while celebrating the joy of food.

Target’s grocery strategy is built on a mix of national brands, exclusive partnerships, and private labels like Good & Gather, which alone is nearing $4 billion in annual sales. This curated approach creates a diverse, trend-forward assortment that appeals to a broad audience, particularly Gen Z and Millennials, who are drawn to Target’s “Tar-zhay” cachet. Food brands benefit from this appeal, gaining exposure to a demographic eager for innovative, high-quality products. Target’s focus on exclusive offerings—such as partnerships with chefs like Ann Kim for Good & Gather Collabs—also allows brands to stand out with unique products that can’t be found elsewhere.

Another key advantage is Target’s omnichannel presence. With digital grocery sales growing tenfold since 2019 and same-day services like curbside pickup driving nearly 9% growth in Q1 2024, brands can reach consumers both in-store and online. More than 55% of Target shopper baskets include food items, showing how grocery drives repeat visits. This high foot traffic, combined with Target’s reputation for quality and affordability, creates a fertile ground for food brands to build loyalty among happy buyers who value convenience and variety.

Target also supports smaller and emerging brands through initiatives like Target Accelerators, which help scale businesses for mass retail. For instance, Black-owned brands like Play Pits have found success in Target, with their products reaching new audiences. This inclusivity allows food brands to tap into diverse markets, fostering growth and credibility. By selling into Target, food brands can leverage the retailer’s infrastructure, from supply chain expertise to marketing, to create meaningful connections with consumers who are eager to celebrate food in all its forms.