Name Brand or Store Brand?

super target groceries
Originally uploaded by mpmb.

Interesting story on Brandweek about the increasing quality of grocery store brands. I remember a time when Pathmark on Long Island called their private label brand "No Frills" brand and believe me, that's all it was. The packaging was bland and looked like they were trying to sell to welfare recipients rather than compete with the name brands.

In the past couple of years, I've noticed some changes in my local supermarket. The labels got brighter, the product shots looked more appetizing, and the selection has expanded - all at a lower cost. I personally think it's what I like to call the Targetization of store brands. Ever since Target has made a name for themselves as a powerhouse for high quality and great design for their house brand, it looks like other signature labels have followed their lead.

With the increase in design and value, store brands have also been seeing increased action in sales - consumers are not as loyal to a specific brand anymore, as long as the quality is the same. People want to be smart and savvy shoppers, and that means keeping a few extra dollars in their pockets.