The battle between store brands and national brands has reached a tipping point. For years, private labels were seen as cheap imitations, but today’s shoppers know better. Retailers like Costco, Trader Joe’s, and Target have invested heavily in creating high-quality private label products that rival and, in some cases, even surpass the originals. As consumers continue to fight inflation in 2025, they are abandoning brand loyalty in favor of value, and recent market data shows that these nine store brands are now officially outselling their iconic national competitors.
1. Kirkland Signature Coffee (vs. Starbucks)
While Starbucks roasts the coffee for Costco’s Kirkland Signature brand, the store brand has become a juggernaut in its own right. Many consumers find the Kirkland House Blend nearly identical to the Starbucks Pike Place Roast but at a fraction of the price per pound. This incredible value has led Kirkland Signature to become one of the best-selling coffee brands in the entire country, outselling bags of Starbucks’ own branded coffee.
2. Trader Joe’s Mandarin Orange Chicken (vs. P.F. Chang’s)
Trader Joe’s frozen Mandarin Orange Chicken is a cult classic with a massive, devoted following. It consistently wins taste tests against more expensive frozen Asian food brands, including the similar offering from the famous restaurant chain P.F. Chang’s. The combination of its delicious flavor, crispy texture, and affordable price has made it a top-seller that far exceeds the sales of its brand-name competitors.
3. Target’s Good & Gather Milk (vs. Dean’s)
In the dairy aisle, Target’s private label Good & Gather has made huge inroads. The brand’s organic and conventional milk offerings are praised for their quality and are consistently priced lower than regional dairy giants like Dean Foods. As a result, Good & Gather has captured a huge share of the market from shoppers who see no reason to pay more for a staple product.
4. Walmart’s Great Value Peanut Butter (vs. Jif)
Walmart’s Great Value brand is a powerhouse in pantry staples, and its peanut butter is a prime example. Positioned directly next to national brands like Jif and Skippy, Great Value’s version offers a very similar taste and texture profile at a much lower cost. This simple value equation has convinced millions of families to make the switch, pushing its sales volumes past its more famous rivals.
5. Aldi’s Simply Nature Organic Tortilla Chips (vs. Late July)
Aldi’s organic brand, Simply Nature, offers products that directly compete with premium organic brands found at other stores. Their organic tortilla chips are a fan favorite and are often compared favorably to the much more expensive chips from Late July, a subsidiary of Campbell’s. The combination of organic ingredients and a low price has made the Simply Nature chips a dominant force in the snack aisle.
6. Kroger’s Private Selection Ice Cream (vs. Breyers)
Kroger’s premium store brand, Private Selection, has established a reputation for its gourmet-quality ice cream, offering unique and creative flavors. Many shoppers now prefer the richer texture and more interesting flavor combinations of Private Selection over the offerings from classic national brands like Breyers, which has faced criticism for changing its formulas. This has allowed Kroger’s store brand to capture a significant portion of the frozen dessert market.
7. Whole Foods’ 365 Organic Maple Syrup (vs. Coombs Family Farms)
In the world of organic groceries, Whole Foods’ 365 brand provides a more affordable entry point. Their 365 Organic Maple Syrup is a top-selling product. It offers the same Grade A quality as premium national organic brands, such as Coombs Family Farms, but at a more affordable price. This has made it the default choice for many health-conscious shoppers at the Amazon-owned retailer.
8. H-E-B’s Creamy Creations Ice Cream (vs. Blue Bell)
In Texas, a fierce battle has been waged in the ice cream aisle. While Blue Bell is a legendary Texas brand, H-E-B’s private label, Creamy Creations, has become a formidable competitor. H-E-B has leveraged its beloved status and reputation for quality to create an ice cream that many Texans now prefer. This leads to market share data that shows the store brand is winning.
9. Costco’s Kirkland Signature Diapers (vs. Huggies)
Kirkland Signature diapers are another example of Costco’s private label dominance. Produced by Kimberly-Clark, the same company that makes Huggies, the Kirkland diapers offer nearly identical quality and performance at a much lower price per diaper. This unbeatable value has made them the go-to choice for millions of parents. This allows them to outsell the very brand they are modeled after.
The Private Label Revolution
The success of these store brands signals a fundamental shift in the retail industry. Big-name advertising no longer sways consumers. They are loyal to quality, value, and taste. Retailers that have invested in creating superior private label products are now reaping the rewards. This proves that a trusted store name can be even more powerful than a classic national brand.
What is your favorite store brand product? Do you believe private labels are officially better than the name brands? Let us know your thoughts!
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