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5 Store-Brand Items to Avoid


Though grocery shopping experts have long touted buying store brands as a great savings strategy, consumers are finally paying attention. Maybe too much attention.

Nearly 40% of shoppers purchased more store-brand items over the past year, according to a new survey from research firm Accenture. Two-thirds of shoppers say half of what they buy carries a store-brand label. The main reason: the prices beat those of the big brand names. In most cases, consumers aren’t sacrificing taste, either, because the same big brand producing say, canned veggies, is also responsible for packaging the store’s line. “Quality has really gone up,” says Jill Cataldo, founder of Super Couponing workshops. Stephanie Nelson, the founder of, agrees. “Some stores actually have several tiers of private labels,” including gourmet and organic products, she says.

But in some cases, consumers are better off sticking with the brand names they know and love, experts say. Those trying out store brands should “start small,” Cataldo says. “Buy one, not 12, to make sure you like it.” Here are five product categories that may warrant caution:

Paper products

Store-brand paper towels, paper plates and other goods can be of varying quality. The toilet paper rolls are often smaller and lighter, says Teri Gault, founder of price-tracking site Plates might be flimsier, and towels or tissues may be less absorbent, meaning you’ll need to use more than you might with a brand name, negating savings.

Cleaning products

Consumers tend to prefer brand-name laundry detergent and other cleaning products, Nelson says. The risk: the store brands sometimes are not as strong, she says.

Coupon-heavy items

Store-brand items might not be cheaper after all. “The right coupon and sale combo is key,” Cataldo says. “I still do better on the whole buying national brand instead of house brand.” That combination beats even low store-brand prices. Some stores do offer coupons on their own brands, too, so be sure to compare prices regularly, she says.

Macaroni and cheese

Boxed macaroni and cheese is one of the few categories where shoppers across the board tend to be brand loyal, says Nelson. “It’s Kraft all the way,” she says. Gault says complaints she has heard fault store brands for being “too orange,” and not that cheesy.


Some parents love store-brands, Nelson says, but others complain of leaks. Retailers and manufacturers market heavily to new parents with coupons and loyalty rewards, too, so buying store-brand diapers may not be the cheaper option.


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    • Most store brand products are fine, and I have no problem buying. I’d rather buy name brand with a good coupon. But the one thing I will never buy again are Family dollar/Dollar General/Dollar Store Diapers. They don’t fit right. The straps never stay tight. They leak. And they gave my boys rashest. All in all they just sucked. I took them back and exchanged them for Name brand diapers. Never again will I buy those. Every other store brand have been great no problems. Sorry DG you just lost hundreds of $$, I have 3 kiddos in diapers. Your loss.

    • I wasn’t sure about the article but when they got to diapers, I knew it was baloney. At best it’s a list of items the author thinks are better brand name. Many people have BETTER experiences with store brand diapers.

      It’s true that SOMETIMES brand name items are cheaper both in price and quality, but sometimes you don’t need to pay extra to have the highest quality spill wiper, or diaper for your kid to poop in. It just has to be good enough.

About Pay Dirt

  • Pay Dirt examines the millions of consumer decisions Americans make every day: What to buy, how much to pay, whether to rave or complain. Lead written by Quentin Fottrell, the blog examines these interactions, providing readers with news, insight and tips on shopping, spending, customer service, and companies that do right – and wrong – by their customers. Send items, questions and comments to or tweet @SMPayDirt.