Unbound Edition - What Brand Loyalty?

I have always been a true brand loyalist. All (well, most) of the household products under my sink are the same products introduced by my mom when she helped me stock my first apartment. The commodities in my pantry and lining my fridge door – cereal, granola bars, mustard, pasta sauce, etc. – might waver in product attributes and flavors, but I would never substitute brand. The fleeting thought of switching from Heinz Ketchup to Hunt’s makes me twitch … until recently.

I slowly wandered the aisles seeking private label alternatives for my must haves. I had no problem finding products, but I did shudder while throwing Target brand face wash, shampoo and diaper cream (no, not for me) into my trusty red cart. The food tasted fine; flavored water was just as fruity; the milk remained fresh well beyond the “sell by” date; and my new foaming face wash bubbled like my trusty Oil of Olay.

The Private Label Manufacturers Association’s recent survey indicates that “41% [of shoppers] now identify themselves as “frequent” buyers of store brands.” This figure is on the rise, largely due to individuals’ satisfaction with purchased products.

There was no real reason for deciding to leave my brand loyalties in the parking lot. I had never consciously decided to fill my shopping cart only with private labels. (That is not entirely true … my regular outings to Trader Joe’s are all about private brands, but it is not a sacrifice to trade name brands for Trader Joes’ products.)

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written by Frugal McDuck, July 02, 2007 03:35 PM

I guess I'm just cheap, but when grocery shopping, I'll nearly always go with a private label brand if given the option. It helps me afford other things that are more important to me than brand name pickles or bread.

no private labels
written by poop mcduck, July 02, 2007 05:06 PM

Nothing scares me more than a private label. From the dreary labels that scream CHEAP, to the judgements involved, I never want to look frugal, even if I am seeking a bargain.

Who cares?
written by Money Saver McDuck, July 02, 2007 05:24 PM

With a name like poop mcduck, it sure sounds like you could stand to care a little less about what people think of you.

Ah, Poop...
written by Private Label Shopper McDuck, July 02, 2007 05:27 PM

...I was right there with you a few years ago. I'd see private label products in people's carts and either think they were insane or on welfare. But now I'm on the other side, partially because I am on a budget these days, but mostly because the Target products really are just as good. I will say that my private labeling only happens at Target. The products are just an extension of the overall Target experience...great products at great value that still make me feel cool. I'd certainly not feel the same way about generic products from Wal-Mart.

I'm with Frugal
written by Private Label Hobo, July 02, 2007 05:28 PM

If the store brand itself is a brand I trust I have no problem with buying the cheaper, same exact product. In fact, I feel semi-superior when I don't "fall" for the brand name.

Be smart
written by Michele, July 02, 2007 05:31 PM

I'd add the local chain o' grocery stores to that list as well. I never used to look twice at store-brand products. Now that I know the same companies make both the brand name and private label products, why even bother paying more for a snazzy logo?

Count me in
written by Not a McDuck or Hobo, July 03, 2007 08:56 AM

Hobo has a really good point. I have absolutely no problem with buying Target's private label products. I trust that they will provide me with quality products at a lower price. However, I never buy Wal-Mart's Great Value products(partially because I rarely shop there). I am convinced that the Great Value trash bags will tear with the very first piece of trash I toss in there and that the bread is full of whatever leftover crap the other brands wouldn't take. This may not be a fair assessment, but I just think that if you have to plaster the word "value" on your product, it must be low quality. In short, a private label product is only as good as the store/brand that endorses it.

Trust the editor...
written by Eric, July 03, 2007 06:39 PM

Hobo's found a home here... if we trust the brand to choose for us, the private label is an option. With the Wal-Mart effect, we don't trust them for quality because they're so hot on leading low price. They might be your friend, but you may not trust them 100%. "I like the guy, but I'd kill him if he started dating my sister."

E.

Are we done crushing on Target?
written by Cheapster, July 04, 2007 02:10 AM

You know, I'm really tired of hearing about Target and its quality products at a lower price. I really don't think its supposedly awesome brand is delivering. I recently bought an admittedly cheap coffee table and end table from Target, expecting to get a decent product for a couple hundred bucks. Yes, I spent about $200 on furniture from Target. I had already put together most of the coffee table when I noticed a huge chunk of "wood" that was missing from the bottom of the table. I honestly would rather have bought a cheap, Wal-Mart brand coffee table where I know what to expect than buy a private-label brand that I think I should trust, only to be disappointed.