More consumers are trading down to store brands to save money during the recession and Consumer Reports found they're not giving up taste or quality to do it.
The magazine did a blind taste test of 29 store-brand foods and found that 23 tasted as good as, or better than, national brands.
For instance, Consumer Reports tasters preferred Archer Farms Chewy Soft Baked cookies, a Target store brand, to similar products by Pepperdige Farm. It liked Kirkland Signature Organic Medium Salsa by Cotsco over Old El Paso and Great Value Whipped Topping by Walmart to that by Kraft.
“Our tests should erase any lingering doubts that store-brand packaged goods aren’t at least worth a try," Tod Marks, senior project editor, Consumer Reports Shopping, said in a statement. "In many cases, you’ll save money without compromising on quality.”
Consumer Reports said its test also found 19 other store-brand foods that tasted just as good—albeit a bit different— as their name brand competitor. Duncan Hines Family Style Chewy Fudge and Target’s Market Pantry Fudge brownies, and Grey Poupon and Publix’s GreenWise Market Organic mustard are just a few items on store shelves locked in a taste test tie, the magazine said.
The store-brand foods that Consumer Reports tested cost an average of 27 percent less than big-name counterparts—about as much as consumers will find across all product categories, according to industry experts.
The biggest price difference was 35 cents per ounce for Costco’s vanilla extract vs. $3.34 for McCormick’s.
Consumer Reports says the price gaps have less to do with what goes into the package than with the research, development, and marketing costs that help build a household name.
Tasters found America’s Choice (A&P) multigrain spaghetti with omega-3 at $1.59 per box to be similar to the costlier Barilla Plus at $2.25 per box (14.5 oz for each box). Testers found the difference to be marginal; "both pastas have a mild whole-grain flavor and are quite tasty with a nice sauce," the study found.
So how many of you are trading down to private brands? Do they taste as good as the national brands? What are some of your favorites?