Our current economic recession has forced many Americans to reconsider private label brands (read: store brand or generic). Private label brands are simply the store’s brand of product that is likely produced by the name brand manufacturer with a slightly different formula. The quality is usually just as good, but in some cases can be a little “off” from the name brand. A good example of the quality being right on with the name brand is peanut butter. Another good example is frozen vegetables. A good example of private labels being of lesser quality is bread. My husband has a friend at church who works in the Sara Lee factory. The private label breads have a little more air and a little less flour. We simply will only settle for Cheez-Its if we want that type of cheese cracker. There is a noticeable difference.    

These distinctions between the name brand and private label goods bring up another topic altogether. Are you going to be frugal or are you going to be cheap. I define frugal as being someone that simply tries to find the best deal on the best product and use as little of it as possible. Being cheap means that you will settle for a lower quality product to save money. You are willing to gamble on quality or settle for lower quality. After examining our style, we think we are a little of both. When it comes to grape juice, we will not deviate from Welch’s. However, we are perfectly willing to use the store brand of boxed macaroni and cheese for our son’s occasional snack. The quality is very close.  

Americans have been slow to adopt private label goods. Europeans purchase private label goods in such volume that they make up a great part of the market share. The recession has inspired Americans to re-think private label brands. According to a Nielsen article, the rising prices of commodities have driven American consumers to private label brands. In 2008, private label brands jumped 10.2% in market share. 

Here are examples of private label products we will buy: boxed macaroni and cheese, canned soups and broth, canned vegetables and beans, some seasonings, canned fruits, hot dogs, peanut butter, frozen vegetables, and chips.  ALDI excels at private label brands and Wal-Mart has improved. Many regional stores have made strides.

We will not buy private label products for these items.  For these items, there are no substitutes: Welch’s grape juice, Goya pigeon peas, Goya seasonings, Hodgson Mill products such as cous cous, Cheez-Its, Ovaltine mix, Bumble Bee Tuna, Saltine Crackers, cereal, granola bars, salad mix, and soft drinks (we drink them rarely).