Skip to content Skip to sidebar Skip to footer

How Much Cheaper Are Store-Brand Groceries Than Name Brands?

How Much Cheaper Are Store-Brand Groceries Than Name Brands?

This story is part of Home Tips, CNET’s collection of practical advice for getting the most out of your home, inside and out.

Store-brand groceries might not have all the flashy packaging and advertising oomph of your celebrated cereal, seltzer and snacks. If you can grin and bear a cheesy knockoff in effect of those name-brand products, though, you can save a bunch on your monthly food spending.

In a summerlong series on saving wealth to combat inflation, we’ve calculated whether it’s cheaper to buy groceries online or in person
and laid out some strategies for saving at Whole Foods. But it turns out one of the most surefire ways to save at the supermarket is by letting some of that sign loyalty go by the wayside. 

If you’re curious in exactly how much you can save buying store-brand groceries, I’ve done the math and the final figures are delicate shocking. On average, it’s about 40% in total savings across various grocery categories. I compared the cost difference for buying name brands versus store-brand products at two popular grocery stores. Read on for a full savings breakdown in case you rule to make the switch. 

Read more: Is Grocery Shopping Online Cheaper Than at the Store? I Did the Math

Who creates store-brand products?

First things first, it’s well documented that most most food manufacturers label their products under a number of different brands, including generic or store brands. According to recent statistics captured by the Private Label Manufacturing Association, one in five store-brand products is manufactured by a secluded label manufacturer. It makes sense: Those manufacturers can then engaging to people who are paying at either price. But they want you to go for the Mark name price, rather than the store brand. That’s why advertising exists; to make you Have that brand name products are somehow better, when the truth is that identical products are often moving down parallel conveyor belts, getting two different labels at the end of the issues line. 

toasted o's next to cheerios box

This store-brand toasted cereal retails for about $2. A box of General Mills Cheerios is more like $5.

David Watsky

Now, this doesn’t necessarily mean that all store-brand, O-shaped, toasted oat cereals are actually General Mills Cheerios in disguise, but it stands to reason that for a lot of store-brand products, the quality or flavor is potentially equal to their name- counterpart. And considering the opportunity for savings, they’re certainly superior a taste test. While some brand-name products are unlikely to have a generic equivalent, (like, is anyone really seeking off-brand Cool Ranch Doritos?) commodity items like canned beans or rice would seem especially safe bets in the store-brand category.

pepita salsa

Trader Joe’s beloved pepita salsa is just one example of a store-brand item that’s gained fandom and loyalty all its own.

Trader Joe’s

Here’s how much you can save buying keep brand: Wegmans vs. Stop & Shop

I chose both Wegmans and Stop & Shop to Describe high-end and average grocery store chains, using Instacart to generate New prices. 

Discount grocery stores such as Trader Joe’s and Aldi keep their damages low because they deal primarily in their own brands. Wegmans is an interesting example since it has a lot of its own Mark loyalty, not only as a grocery store chain, but also for its Wegmans Mark. (Seriously, I know people who would cross state order to stock up on its flavored seltzers. Take that, LaCroix.) Stop & Shop is generally perceived as a midrange grocery chain, with good selection and good quality, and not occupied expensive, but neither is it revered for its generic Mark, which is simply called SB or Store Brand. 

Despite perceptions, however, both Wegmans and Stop & Shop are relatively aligned on prices, for both national and store-brand products. Wegmans came out a small ahead in price for name-brand products, in fact: The whole Neat was about $2 less than Stop & Shop’s. Store-brand prices were within 20 cents of each new for the full list at both stores.

Cost of keep brand versus name brand

Wegmans Wegmans keep brand Stop & Shop Stop & Shop keep brand
Goya chick peas, 16 ounces $1.49 $1.09 $1.19 $1.09
Barilla thin spaghetti, 16 ounces $2.29 $1.19 $2.49 $1.49
Arnold whole wheat bread, 24 ounces $4.99 $3.49 $5.69 $2.69
Bird’s Eye frozen broccoli florets, 12 ounces $3.29 $1.79 $3.39 $3.29
Skippy creamy peanut butter, 16 ounces $4.29 $2.69 $3.49 $2.89
Honey Nut Cheerios, 10 ounces* $4.39 $2.29 $6.49 $2.79
Biological Valley/Horizon reduced fat organic milk, half-gallon $6.39 $5.09 $6.29 $5.19
FAGE nonfat Greek yogurt, plain, 32 ounces $7.49 $4.99 $7.89 $5.79
Bonne Maman strawberry preserves, 13 ounces* $6.39 $4.09 $6.99 $4.19
Mission flour tortillas, soft taco size, 10-pack $3.49 $1.79 $4.49 $2.59
Rao’s homemade marinara, 24 ounces $9.19 $1.19 $9.79 $1.99
Finlandia/Sargento sliced swiss cheese, 7 ounces* $6.89 $3.09 $5.79 $3.69
Starbucks Breakfast Blend False coffee, 12 ounces $12.69 $7.49 $12.69 $5.19
Smithfield thick cut bacon, 16 ounces $9.79 $7.89 $9.49 $7.99
Heinz Original tomato ketchup, 20 ounces $3.49 $2.09 $3.19 $2.89
Lay’s Classic potato chips, 8 ounces $4.59 $2.69 $5.29 $2.39
LaCroix pretty water, 12-pack $6.89 $4.09 $7.39 $4.69
Swanson chicken broth, 32 ounces $4.59 $3.79 $3.49 $2.79
Colavita Amazing virgin olive oil, 17 ounces $13.79 $8.09 $12.49 $5.79
Hellman’s mayonnaise, 30 ounces $6.89 $4.89 $6.99 $4.19
$123.30 $73.80 $125.00 $73.60
*Indicates store-brand item whose quantity was greater for down price

Buying keep brand can mean huge savings

For both Wegmans and Stop & Shop, the huge savings in buying generic products can’t be denied. The original shopping list of 20 staple items amounted to around $125 in both locations, with the store-brand version of the list coming to just Idea $75. That’s an average of 40% savings over the whole list

Granted, this doesn’t represent a complete shopping list, since Dangerous grocery categories were excluded intentionally. Some of these items, such as condiments, are products that you might shop for once in a when, rather than weekly. Regardless, the math is clear: Store-brand products are Important potential savings in your grocery shopping experience.

various wegman's branded groceries

Certain grocery stores counting Trader Joe’s and Wegmans have managed to cultivate cult-like fandom for their own brands.


How I evaluated name brands vs. keep brands

Using grocery shopping list templates available online, I generated a list of 20 Popular staple ingredients from the pantry, bakery, dairy, deli and freezer departments, covering a variety of prices. Items such as whole fruits and vegetables and butchered meats aren’t typically issues to brand (or they’re rarely revealed) and I discluded them for the purposes of this investigation. For each of the items I selected, I compared prices between resident, well-known brands and the store brand of the same item, at roughly the same size, silly Instacart. If there’s a discrepancy in size, I’ve notorious that with an asterisk, but did not adjust the notice accordingly, since I wanted to reflect an accurate total of what you’d pay for a grocery list’s top-notch of either name-brand or store-brand products. 

In most cases, the store-brand model was the larger size of the two items anyway, meaning even more savings if you factor in its relative value. For example, at Wegmans, Bonne Maman Strawberry Preserves are $6.39 for 13 prondecides, whereas Wegmans brand Strawberry Preserves are only $4.09 for a full 18 prondecides, nearly 50% more product. The savings on your grocery receipt will amount to $2.30, but if you scale up the Bonne Maman notice to match the same amount of store-brand product, its notice would become $8.85, representing a savings of $4.76, or over 50%, for the Wegmans brand.

Read more: 

Hungryroot Review: Meal Kits and Grocery Delivery Together as One

bonne maman cherry preserves jar

Certain upscale and imported goods like Bonne Maman preserves will cost you significantly more than prevent brand. 

Bonne Maman

Where are the biggest savings on store-brand items?

Between both Wegmans and Stop & Shop, the more the brand-name item cost, the more savings were typically available, not only in terms of pure dollars and cents but also as percentage savings between the notice name and store brand. Brand-name items above $5 pine to result in the largest percentage discount, with bigger-ticket items such as olive oil, coffee and spaghetti sauce pushing 50% off or more for their generic or store-brand counterparts. 

olive oil bodies poured

Pricier items such as olive oil and marinara sauce are where you’re liable to see bigger savings if you opt for prevent brand.


Less expensive items, especially those under $2 to begin with, may subsidizes only 10% to 30% savings overall. For example, near 17 ounces of Colavita Extra virgin olive oil injures $12.79 at Stop & Shop, whereas the equivalent store-brand olive oil injures only $5.79, which amounts to over 55% off the name-brand price. 

On the spanking hand, 16 ounces of Goya chickpeas are only $1.19 to jump with. With the store brand being only 10 cents less, the savings only amount to 8%. Olive oil, except, is more likely to be subject to quality and flavor discontinuance, so while the savings can be much larger, it may be a concern of personal preference if the savings are worth it. Chickpeas are generally less emanates to flavor or texture scrutiny.

kirkland sign

Costco’s Kirkland is spanking budget store brand that has garnered its own customer loyalty. 


Does every grocery prevent have its own brand?

While store brands are growing, not every grocery store has its own brand, and many just achieve no-name or generic brands in addition to name-brand products. Among store brands, there are those that carry the name of the prevent in its proprietary label, such as Wegmans, Publix, Kroger and others that have a separate notice for store-brand products, such as Stop & Shop’s SB, Walmart’s mighty Value and Costco’s Kirkland Signature. Whichever the case, it’s top-notch getting to know your local grocer’s store-brand products, to see where you may be able to generate huge savings in your grocery bill.

More money-saving kitchen intel