Store brands: Save on grocery costs without skimping on quality?

Back in the day, store brands were of lesser quality and therefore cheaper. But these days, that’s not always the case — store brands are often just as good as the name brands with a significantly smaller price tag, and consumers are taking note. A survey conducted by The Atlantic indicates that in 2023 and 2024, more than half of shoppers decided where to shop based on stores’ house brands. That statistic is up from a third in 2016.

Of course, there’s some nuance here. Not all store brands are as good as name brands and there are certainly some brand-name items that are worth the splurge.

In our smart guide, we break down the name brand vs. store brand debate to help inform your shopping habits and ultimately save you money.

What’s Worth The Extra Money?

data showing most and least impactful economic factors on spending habits

Source: Prosper, 2024 Financial Wellness Survey White Paper, March 2025.

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