Big Brands in Trouble: Why Shoppers Are Choosing Store Brand

Something big is happening when it comes to the way we shop. You might not notice it at first, but take a look in your grocery cart. Maybe instead of grabbing any big-brand pasta like Barilla, you’re reaching for the store brand. Or you’re picking up Great Value detergent instead of Tide. 

This isn’t just about saving a few bucks. It’s a bigger shift. People aren’t as loyal to big-name brands anymore. And if companies don’t pay attention, they could go the way of Kodak or Blockbuster, remember them? 

Shoppers Are Over the Hype 

A recent survey by EY says it all: 35% of people now believe that brands just don’t matter like they used to. That’s a huge deal. For years, big companies poured millions into fancy commercials, emotional holiday ads, and inspirational taglines. Think about Coca-Cola’s Christmas trucks or Nike’s “Just Do It” moments. 

But now? A lot of us are saying, “That’s nice, but does the product actually work—and is it worth the price?” 

The Trick That Broke Trust 

One major reason people are ditching their favorite brands is something called shrinkflation. It’s when products quietly get smaller, but the price stays the same. Like when your cereal box holds less, or your soap bar is a bit thinner, but you’re still paying full price. 

Read our must read article on Shrinkflation and Greedflation: How Companies Are Secretly Raising Prices

At first, it might seem like a clever business move. But consumers aren’t fooled anymore. Almost 80% of people notice when this happens, and most say they change their buying habits because of it. Once trust is gone, it’s really hard to earn it back. 

Store Brands Are Winning 

Here’s the kicker: store brands today aren’t what they used to be. 

Remember the plain yellow boxes and “generic” labels? Those days are gone. Now, store brands like Kirkland (Costco), Great Value (Walmart), and Good & Gather (Target) look and feel like premium products. They’ve got sleek packaging, solid quality, and they’re placed right where shoppers will see them. 

Even more surprising? A lot of these private label products are made in the same factories as the big brands. That’s right, your store-brand olive oil might be the exact same stuff as the pricey version, just with a different label. 

No wonder 36% of people who switch to store brands never go back. 

It’s Not Just About Price Anymore 

Sure, saving money is a big factor. But now, many people believe store brands are just as good or better than the national names. That belief is growing, and it’s changing how we shop. 

And guess what? People aren’t impressed by flashy “New & Improved!” labels anymore. In fact, 42% think those changes are just sneaky ways to cut costs—like using cheaper ingredients or making packages smaller. Only a small group of shoppers (12%) actually feel those updates speak to their needs. 

Where Big Brands Are Losing Ground

This shift is happening across lots of product categories especially in pantry staples, cleaning supplies, and personal care. In Europe, store-brand sales make up more than 40% of supermarket sales. And the U.S. is also catching up fast. 

Some brands in beauty and personal care are holding on better because they’re still innovating, actually improving their products instead of just changing the label. 

There’s Still Hope for Big Brands

Here’s the silver lining: 48% of consumers say they’d return to big-name brands if the quality got better. Another 36% would come back if the value improved. 

So there’s still love for these brands, it’s just hidden under a layer of disappointment. 

To win shoppers back, brands need to: 

1. Stop shrinkflation. People notice, and they don’t like it. 
2. Invest in real improvements. Don’t just say a product is better—make it better. 
3. Be honest about pricing. Don’t charge more just because of a brand name. 
4. Focus on real benefits. Marketing should highlight what actually helps the customer, not just tug at emotions. 

The Digital Shift Is Real 

Let’s not forget how shopping has changed in the last few years. People now discover products through Instagram reels, TikTok reviews, and Amazon searches more than from TV ads or store displays. 

That means brands need to rethink how they reach us. The old playbook won’t cut it anymore. 

Today’s Shoppers Are Smarter and More Intentional 

With prices going up everywhere, shoppers are being more thoughtful. We compare prices, check reviews, and really think about what we’re getting for our money. Brand loyalty just isn’t what it used to be. 

We’re no longer buying out of habit—we’re buying because something feels worth it. 

Change or Be Forgotten 

The message to big brands is loud and clear: give us real value or risk becoming irrelevant. 

The brands that listen, improve, and offer something genuinely better will survive and maybe even thrive. But the ones who keep playing the same old games? They’re in trouble. 

What about you? 

Have you made the switch to store brands? What made you change your mind? And what would it take for you to go back to the big names? 

Drop your thoughts below—I’d love to hear your take. Your story could be part of the future of retail.

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