For decades, store brands, or private labels, had a reputation for being cheap, no-frills alternatives to their well-known national competitors. That perception has completely changed. Today, savvy shoppers recognize that many store brands offer quality that is just as good as, if not better than, the name brands—at a significantly lower price. Major retailers now invest heavily in developing their private labels, turning them into destination products that drive customer loyalty. These eight store brands consistently challenge and even surpass the big names.
1. Costco’s Kirkland Signature
Kirkland Signature is the undisputed king of store brands. Costco holds its private label to an incredibly high standard, often co-branding with famous companies to produce its products. Consumers consistently rave about the quality of Kirkland products like its coffee (made by Starbucks), olive oil, vodka, and maple syrup. The brand has built such a powerful reputation for quality and value that many shoppers join Costco just to get access to it.
2. Trader Joe’s
Trader Joe’s has built its entire business model around its quirky and innovative private label. The vast majority of products in the store bear the Trader Joe’s name. The company wins over customers with unique items like its Mandarin Orange Chicken, Everything but the Bagel Seasoning, and Cauliflower Gnocchi. By focusing on creative product development instead of carrying national brands, Trader Joe’s has cultivated a cult-like following that trusts its label implicitly.
3. Target’s Good & Gather
Target made a major push into the grocery space with the launch of its Good & Gather brand. This private label focuses on high-quality food products, often with organic and clean-label options, at affordable prices. The brand’s wide range of products, from snacks and produce to pantry staples, has received positive reviews from customers. Good & Gather effectively competes with and often beats national brands on both quality and price.
4. Walmart’s Great Value
As the largest retailer in the world, Walmart’s Great Value brand offers a massive selection of products at rock-bottom prices. While its reputation was once mixed, Walmart has invested heavily in improving the quality of its private label. Many Great Value staples, such as pantry items, cleaning supplies, and paper products, now consistently win taste tests and consumer comparisons against their more expensive name-brand counterparts.
5. Aldi’s Private Labels
Similar to Trader Joe’s, Aldi’s business model revolves around its exclusive store brands, such as Simply Nature (organic), Specially Selected (gourmet), and liveGfree (gluten-free). Aldi uses a rigorous testing process to ensure its products meet or exceed the quality of national brands. This commitment to quality at a low price has made Aldi a favorite among budget-conscious shoppers who don’t want to sacrifice taste.
6. Kroger’s Private Selection
Kroger’s premium store brand, Private Selection, offers a gourmet experience without the gourmet price tag. The brand focuses on artisanal products like unique ice cream flavors, high-quality frozen pizzas, and premium deli meats and cheeses. Shoppers seek out Private Selection products because they deliver a more elevated taste and quality than many mainstream national brands.
7. Whole Foods’ 365 Brand
Whole Foods is known for its high-quality organic and natural products, and its 365 store brand makes that quality more affordable. The 365 brand offers a huge range of organic pantry staples, from canned beans and spices to almond milk and frozen vegetables. It allows shoppers to stick to a healthy, organic diet without paying the premium for big-name organic labels.
8. Sam’s Club’s Member’s Mark
Like its main competitor, Costco, Sam’s Club has invested heavily in its private label, Member’s Mark. The brand offers a wide array of products, from groceries and household goods to clothing and electronics. The company actively seeks customer feedback to improve its products, and many Member’s Mark items are now considered top-tier in their categories, delivering significant savings over national brands.
The New Brand Loyalty
The rise of high-quality store brands marks a major shift in consumer behavior. Shoppers are no longer automatically loyal to the big national names; instead, they are loyal to quality and value. Retailers who invest in creating excellent private labels are winning this new generation of smart, discerning consumers who know that a lower price no longer means a lesser product.
What is your favorite store brand, and which of its products do you swear by? Do you think store brands are officially better than name brands? Let us know!
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