Many Americans believe private-label products are high quality

Stigma subsides as more shoppers purchase store brands

CHICAGO — It seems that private-label brands are getting a sterling reputation among shoppers.

According to new research by Mintel, consumers have taken notice of private-label companies' "better-for-you" products and attractive packaging, as 44% of grocery shoppers believed store-brand products are of better quality today than they were five years ago. What's more, 39% of respondents said they would recommend purchasing a store-brand product.

More than two-thirds of shoppers surveyed (62%) also affirmed that they weren't skimming on flavor or prestige by purchasing private-label products.

"Private-label brands are overcoming the stigma once associated with 'generic' products," said Fiona O'Donnell, senior analyst at Mintel. "Even though the recession has ended, and consumers may be in a better position financially to return to name brands, it's likely that many will continue to buy store-brand staples that are of equal quality."

Mintel's latest survey builds on several retailers' emphasis on store-brand penetration in recent years, including such companies as CVS/pharmacy, Save-A-Lot and more. According to recent research by the Private Label Manufacturers of America, shoppers can save up to 30% on their grocery bills.

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