A recent PDG Insights Diverse Consumer Pulse survey shows store-brand products moving firmly into the mainstream, with shoppers treating them as comparable to name-brand items.
Preference Shifts Toward Store Brands
In the September wave, 36% of respondents said they prefer store-brand goods over national brands, up from 29% a year earlier. An additional 39% view the two as interchangeable, down from 44%.
Combined, roughly three-quarters of shoppers either favor or see no difference between store brands and name brands, while fewer than one-fifth (19%) express a clear preference for national labels.
Category breadth is expanding, too. 43% report buying store-brand items in more categories than a year ago, and another 47% say the range stayed about the same. Only 10% are pulling back.
Drivers Behind the Growth
Value remains central. When asked to pick all influences, 42% cite good value for the money and 36% point to a lower price than name brands. As a single most important factor, lower price leads at 18%, followed closely by good value at 17%.
Quality perception is rising. About one-third of shoppers see store-brand quality as similar to, or better than, national offerings. In a separate question, 68% agree these products match name-brand quality in many categories, and 59% say some even surpass it.
While price often opens the door, ongoing purchase appears tied to performance. Shoppers who expanded their store-brand categories cite rising name-brand prices (44%) and improved quality of the alternatives (34%) as key motivators.
For many families, the shift feels practical. Parents with children under 18 are especially active: 55% say they now buy store brands across more categories, compared with 36% of childless households. These shoppers also plan to replace some name-brand items with store alternatives (43% versus 27%).
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Higher-income earners are joining the trend. Among respondents making over $100,000 annually, 43% prefer store brands, a jump from 29% in September 2025. Nearly seven-in-ten in this bracket would pay more for a premium store-brand product that offers better features.
Younger adults show a different pull. Social media introduces new store-brand items to 44% of those aged 18-24, while only 6% of shoppers 65 and older rely on the same channel. Cultural relevance and novel formats also motivate the younger cohort.
Older shoppers, meanwhile, lean heavily on price and proven value. Low cost influences 63% of those 65 and older, and good value sways 69%. They also rate comparable quality higher than the youngest group.
The in-store experience still dominates discovery. 42% of respondents say they first notice new store-brand products on the shelf, and 41% point to aisle signage. Weekly ads reach 34%, while social media and word of mouth each attract 26%.
According to the survey, 36% of respondents prefer store-brand goods, while 39% view store brands and name brands as interchangeable. The survey also found that category breadth is expanding, with 43% of respondents reporting that they buy store-brand items in more categories than a year ago.
The main drivers behind the growth of store brands are value and quality.
Consumer Trust Issues and Age-Specific Adoption
Among shoppers who buy label less often, 45% trust national brands more, 38% favor taste, ingredients or features, and 31% believe brands offer better quality or performance. Familiarity was cited by 30%.
Sixty percent of shoppers aged 35-44 bought private label in more categories than a year ago, versus 31% of 18-24-year-olds; 54% of the 35-44 group prefer private label, highest share.