In the face of economic challenges reminiscent of the 1970s, a growing trend of consumers embracing store-brand or 'generic' products has emerged. Initially maligned for their lackluster quality, generics today are successfully enticing buyers with their cost savings, as evidenced by significant sales growth and changing consumer attitudes. Research indicates that more shoppers now prioritize store-brand offerings when making purchasing decisions. This evolution illustrates a shift in perceptions, where once-dismal generics have transformed into desirable, budget-friendly choices amid economic pressure.
Fifty years later, inflation is (pretty) high, economic growth is stagnant, food prices are soaring, and Americans are once again turning to store-brand goods.
One survey indicates that in 2023 and 2024, more than half of shoppers made decisions about where to shop based on stores' brands.
Generics weren't awful, but they weren't that good, either... They basically were kind of a lesser version of products that people wanted to buy.
People hated generics so much that the name itself became a mild insult, synonymous with anything unoriginal or uninspired.
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