54% of shoppers say they’ll choose store-brand groceries over name brand from now on

CNBC quotes Michael Krupski in a story discussing how consumers have begun opting for store-brand groceries over name brand products, and it is not just due to cost. Krupski notes that brands like Costco’s Kirkland Signature are “cool” to consumers. “They are providing what feels like an experience beyond what private labels have been able to provide in the past,” he says. Where consumers used to see a worse product for a low price, many now see a comparable or even a superior product for a better price.