Are You Still Buying Name-Brand Pantry Staples? Read This First

The next time you reach for your usual brand of peanut butter, cereal, or olive oil, it might be worth looking one shelf down. According to a 2025 NielsenIQ analysis, 59% of U.S. consumers say they trust private-label products — especially when those products are endorsed by retailers they already rely on. That shift is reshaping how people navigate the grocery aisle, turning store brands from backup options into trusted staples.

But not all generics are created equal — here’s how to shop smarter when the labels aren’t familiar.

What private label actually means

If you’ve ever reached for a box of crackers with a store name on it — or picked up pasta labeled “Good & Gather” instead of Barilla — you’ve bought a private label product. These are the house brands of grocery chains: products made specifically for the retailer, often by the same manufacturers behind national brands, but sold under a different name and at a lower price.

The ingredients may differ slightly, and the packaging may be more understated, but for shoppers trying to stretch their grocery budget, the appeal is clear: private label often delivers similar quality for less. In some instances, it’s not merely a swap — it’s the reason people visit that store in the first place.

From budget backup to grocery mainstay

Once seen as a generic alternative, private label is now a core part of how people shop — and brands are starting to act like it. Think bold packaging, trend-driven flavors, and clearer sustainability claims. 

According to NielsenIQ, 59% of U.S. consumers say they trust store-brand products, especially when those products carry the endorsement of a retailer they already trust. Private label food is no longer just a value play. As food prices remain high and shoppers reconsider their loyalty, many store brands have evolved from price-conscious alternatives into destination drivers — securing a spot on the list, not just as a backup, but as the reason people show up.

The private labels shoppers actually love

It’s not just about saving money — some store brands are now outperforming national names in terms of trust, satisfaction, and even flavor. According to a 2025 report from Bain & Company and NielsenIQ, shoppers have clear favorites when it comes to private label brands, particularly in the shelf-stable and frozen categories.

Among the most-loved:

• Good & Gather (Target): Known for its clean packaging and ever-expanding product line, from snacks to sauces to seasonal drops.
• Trader Joe’s: With a cult following built on frozen meals, international flavors, and snack aisle hits.
• 365 by Whole Foods: Offering better-for-you ingredients at more accessible prices.
• Kirkland Signature (Costco): A bulk favorite for pantry staples like olive oil, baking supplies, and coffee.
• Wegmans and Kroger brands: Quiet overachievers with strong regional loyalty.

The takeaway? Store-brand products aren’t just tolerated — they’re often actively chosen. For some shoppers, these brands aren’t a compromise. They’re the reason they shop where they do.

How to shop private label like a pro

As the private label category continues to grow, it’s not just about cutting costs — it’s about changing habits. Whether you’re swapping out one pantry staple or rethinking your weekly list entirely, store brands are earning their place in more carts for a reason. The trick isn’t just buying cheaper — it’s learning how to shop better, even when the label isn’t familiar.

For anyone new to private label — or burned by a bland can of beans years ago — here are a few ways to shop smarter and get the most out of what’s available on the shelf.

Start with pantry basics

Canned tomatoes, pasta, rice, flour, and frozen fruits or vegetables are low-risk, high-reward private-label picks. These products are frequently made by the same manufacturers as national brands, with minor formulation adjustments.

Compare ingredients, not just labels

If you’re trying to match a name-brand product, flip the label and read the ingredients. You’ll often find that store-brand versions are nearly identical — though some may have added sugars, oils, or preservatives.

Look at the unit price

Private label doesn’t always mean cheaper. Make sure you’re comparing cost per ounce or pound, especially when promotions are involved.

Expect different, not worse

Some store-brand items may have a slightly different taste, particularly sauces, dressings, or flavored snacks. That’s part of how retailers manage costs. If the flavor works for you, that’s what counts.

Test one item at a time

Pick one product to try, and go from there. Most major retailers offer flexible return policies on private-label items, so experimenting isn’t a big risk.