Store Brands That Outshine Name Brands and Save You Money

Store brands are stepping up their game.

Once upon a time, store-brand products were considered second-tier alternatives to name brands. Also called “generics,” these goods were cheaper for a reason, with lower quality, stripped-down packaging and a reputation for being kind of blah. 

Fast-forward to the present day, store brands have evolved from low-quality copycats to competitors rivaling the fanciest of brand names. The packaging is modern, the ingredients are top-tier and the pricing is still accessible. Today, many of us seek out store brands on purpose — not just to save, but because we prefer them. Last year, store brand product sales hit $271 billion, representing a $9 billion year-over-year increase and an all-time record. 

Long story short: name brands have trained us to believe expensive = better. Decades of glossy ads and promotions convinced our brains that big advertising budgets must mean higher quality. We were victims!

These days, a lot of us know better. Study after study has shown that the stigma is vanishing: 84% of shoppers trust store-brand quality as much as they do national brands. Nearly half of consumers say they’ve tried a generic product because it was marketed as a “dupe” of a high-end item (and not despite of). Plus, private-label manufacturers know exactly how to tap into our feelings, with pretty packaging, influencer hype and in-store displays that make private labels look just as fancy. In other words? Shopping smart is cool now. 

When it comes to quality, many store-brand goodies can compete with the best of them. Savvy brands hire top designers and R&D teams to craft store-brand products that look, taste, smell and feel premium. In fact, many “generic” items are literally made in the same plant as name brands. (Case in point: Costco Kirkland and Duracell batteries share a manufacturer.)  

Ready to be convinced? Read on to learn all the sneaky grocery, beauty and home that outshine name brands and save you money. 

We’ll kick things off in the grocery store. Whether you’re feeding a family or just stocking your purse with snacks, these store-brand products are low in price but high in performance:

No write-up about exceptional store brands would be complete without Trader Joe’s. Nearly every item on the shelves is Trader Joe’s branded, and some of their best products have developed cult followings for outperforming big-name versions. 

We wouldn’t be the first bloggers to call TJ’s Mandarin Orange Chicken “better than takeout.” The frozen favorite has crispy breaded chicken and a tangy-sweet sauce that rivals restaurant-quality dishes. 

This now-iconic spice blend has been mimicked by countless brands. For our money, the OG Trader Joe’s version still wins for flavor and price.

These crunchy, salty-sweet nuggets are a dupe for name-brand snacks like Snack Factory or Clancy’s — but we swear Trader Joe’s version has better peanut butter. 

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You don’t go to Costco just for bulk. You go for the Kirkland Signature label. Over the years, Costco’s private-label line has earned near-mythical status for its ability to match or beat top brands on everything from olive oil to office chairs. 

Made with just peanuts and salt, this PB has the same texture and taste as top-tier natural brands. (Price: $11.69 for a two-pack at Costco) 

Smoky, thick-cut and flavorful. In our humble opinion, it crisps up better than big-name bacon.

A true icon. And at $4.99, it’s not only cheaper than grocery store competitors but also larger, juicier and better seasoned.

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Aldi’s private-label products are known for being super sneaky dupes for national brands. 

These Oreo dupes are so tasty, they’ve earned the nickname “Aldios.” (Price: $3.05 at Aldi)

Aldi’s German-imported chocolates are creamy, rich and just as yummy as Lindt or Ghirardelli. (Price: $2.45 at Aldi) 

Aldi’s Italian-style sauce deliver restaurant-quality flavor. Compare the Aldi option to pricier jars like Rao’s and Bertolli, and prepare to be impressed. (Price: $3.05 at Aldi) 

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These days, private-label products from major chains are giving name brands a run for their money. Up next, we share the best drugstore beauty brands: 

As if you needed another reason to love Target. The beloved big box store has a top-notch private label self-care brand — Up & Up — that proves that budget beauty can still feel bougie. Savings Tip: Get 2% cash back for purchases sitewide at Target with RetailMeNot.

These fragrance-free wipes are near-dupes for Pond’s Clean Sweep, gently removing makeup without tugging or residue. (Price: $2.99 at Target) 

Aveeno dupe alert: Target’s lotion is gentle on sensitive skin and comes in yummy fragrances like white jasmine and coconut milk. (Price: $4.49 at Target). 

This water-resistant spray sunscreen goes on clear and dries quickly. It’s lightweight, non-greasy and rivals name-brand sport sprays for a fraction of the price. (Price: $7.89 at Target)

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While the packaging might not scream luxury, CVS Beauty formulas work. Not only that, but CVS Beauty finds tend to cost a fraction of what you’d spend at more expensive stores. (Not going to mention any names, but it rhymes with Shmehphora.) Savings Tip: Get 15% cash back for purchases sitewide at CVS with RetailMeNot.

This gentle, no-rinse option even works on waterproof makeup. We love it for its low price and the fact that it’s made with eco-friendly wood-pulp fibers. (Price: $6.29 at CVS)

Tired of spending $20+ on dry shampoo? This drugstore gem mimics the effects of cult-fave sprays. (Price: $9.29 at CVS). 

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Here’s a fun fact: Boots No7, one of the UK’s most beloved skincare brands, is actually owned by Walgreens. Savings Tip: Get 5% cash back for purchases sitewide with RetailMeNot.

This cult-favorite serum has a devoted following for a reason. Loaded with peptides and antioxidants, it visibly smooths fine lines and improves skin texture, putting it in the same conversation as Lancôme Génifique or Estée Lauder’s Advanced Night Repair. (Price: $31.99 at Walgreens). 

If you want fluttery, full lashes without the flakes, this is your tube. (Price: $9.99 at Walgreens) 

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We’ll come out and say it: You deserve soft sheets, fluffy towels and mood-setting candles without the luxury markup. These store-brand staples deliver that high-end feel for less. Savings Tip: Get 2% cash back for purchases sitewide at Walmart with RetailMeNot.

Walmart’s home goods brands keeps it simple, affordable and functional. Mainstays covers just about everything — from bedding to dishes — and it consistently delivers solid quality at impressively low prices. 

Mainstays are Cadillacs of store-brand towels: lightweight, fluffy and colorful. (Price: $1.94+ at Walmart) 

These under-$25 sheets are soft and reliable. Bonus: tons of size and color options. (Price: $9.97+ at Walmart)

Rich, layered scents and long burn times make these a spot-on alternative to Yankee Candles. We love the seasonal scents and uber-low price tag. (Price: $5.97 at Walmart)

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Amazon Basics is the tech titan’s not-so-secret weapon. Amazon’s private-label home goods tend to be affordable, well-reviewed and surprisingly chic for the price.

Wrinkle-resistant and available in a rainbow of shades, these microfiber sheets are a go-to for budget bedding upgrades. (Price: $19.99 at Amazon)

Amazon’s quick-drying bath towels are soft, absorbent and come in handy, wallet-friendly multi-packs. (Price: $18.39 at Amazon) 

Made of shatterproof BPA-free Tritan plastic, these stemless wine glasses look like glass but are tough enough for poolside hangs. (Price: $22.09 at Amazon) 

These thick, effective wipes clean messes, sanitize surfaces and leave a subtle fresh aroma behind. (We’re partial to the lemon scented version). (Price: $2.93 at Amazon) 

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