June 30, 2025
Brand Who? 72% of Shoppers Can’t Spot the Difference Between Store Brands and Big Names
As many as 84% of consumers say store brands are just as good, or better, than national brands. But here’s the kicker: 72% of them couldn’t even tell which was which in a side-by-side test.
That’s one of the standout insights from First Insight’s latest consumer study, The Quiet Takeover of Private Label. Based on 1,267 U.S. shoppers, the research confirms a retail revolution that’s been brewing for years: private label products are going mainstream—and fast.
“Shoppers aren’t loyal to brand names the way they used to be. They’re loyal to price, quality and marketing. This creates a highly competitive arena where the best–yet not necessarily the most well-known–brands will win,” said Greg Petro, CEO of First Insight. “When a national brand stumbles, it opens up an opportunity for private labels to grow their market share—but only for those with products that feel intentional, well-designed and trustworthy.”
Store Brands Are Shedding Their “Cheap Imitation” Image
Forget what you knew about private labels as bargain-bin substitutes. 77% of today’s consumers aren’t worried about being judged for buying store-brand products. In fact, nearly half (47%) proudly admit to buying them because they’re dupes of pricier name-brand favourites. For wealthier shoppers, that number climbs to 70%.
Savvy consumers now see private label as a smart choice, not a compromise. It’s no longer about brand names, but about value, quality, and being in stock.
The Dupe is the New Designer
There’s a new kind of bragging right in town: “Look what I found for half the price.” Nearly 44% of consumers are more likely to try a private label if it’s marketed as a dupe of a high-end product. And brands that lean into this are seeing rewards—smart imitation has become a growth strategy.
Sure, 48% still identify as “brand loyal,” but don’t get too comfortable. More than half of consumers say they’re open to switching, driven by price, curiosity, or availability.
Once they switch, they often stick, as 45% have permanently replaced a national brand with a store brand after one positive experience.
Essentials Open the Door
What’s getting people to try store brands in the first place?
- Groceries (56%)
- Cleaning supplies (38%)
- Clothing (34%)
- Personal care and beauty (33%)
These everyday items are private labels Trojan horses, letting consumers test the waters with low risk and high reward.
In addition, people are not only buying private labels, but also recommending them. Two-thirds (66%) say they tell friends and family about store-brand finds, and 34% choose where to shop based on private label selection.
