Starting this September, Target’s new Good & Gather line will offer more than 600 in-house, consumer packaged goods – from eggs to pre-packaged meals to pasta – that do not include any artificial ingredients or sweeteners. The new brand will replace Target’s existing food brands Archer Farms and Simply Balanced, and the retailer will reduce its Market Pantry line offerings. 

This is all in the fight for grocery market share, and to build out its in-house brands. From the study below, we see similar positive results for Target as we did when it launched a new expanded intimates line earlier this year.

Target expects Good & Gather to be a multibillion-dollar business by the end of next year. And by golly, people are into the new line, by leaps and bounds. 

It’s not just that people are interested, it’s that they deem themselves likely to shop this new offering. Forty-one percent of U.S. adults are at least somewhat likely to purchase items from Good & Gather.

The brand bodes well with current (and frequent!) Target grocery shoppers. Over 70% of frequent Target grocery shoppers deem themselves likely to shop the Good & Gather line and it’s even sparked some interest with non-Target grocery shoppers – around 30% of them are at least somewhat likely to buy from Good & Gather.

What’s more, more than half of non-grocery Target fans are likely to shop its new food brand and similar to the trend we saw above, even some non-fans may convert.

From CivicScience survey data, it’s clear that the expansion and rebranding of its grocery line, in addition to its other new in-house brands, is the right move for Target. The company is clearly aiming to be a one-stop-shop for everything from clothing to groceries, and even to Disney products.