Many Americans believe private-label products are high quality

CHICAGO — It seems that private-label brands are getting a sterling reputation among shoppers.

According to new research by Mintel, consumers have taken notice of private-label companies' "better-for-you" products and attractive packaging, as 44% of grocery shoppers believe store-brand products are of better quality today than they were five years ago. What's more, 39% of respondents said they would recommend purchasing a store-brand product.

More than two-thirds of shoppers surveyed (62%) also affirmed that they aren't skimming on flavor or prestige by purchasing private-label products.

"Private-label brands are overcoming the stigma once associated with 'generic' products," said Fiona O'Donnell, senior analyst at Mintel. "Even though the recession has ended, and consumers may be in a better position financially to return to name brands, it's likely that many will continue to buy store brand staples that are of equal quality."

Mintel's latest survey builds on several retailers' emphasis on store-brand penetration in recent years, including such companies as CVS/pharmacy, Save-A-Lot and more. According to recent research by the Private Label Manufacturers of America, shoppers can save up to 30% on their grocery bill.