10 Store Brands That Outsold Name Brands
For years, shoppers assumed store brands were just cheaper knockoffs, but many have stepped up to outperform even the most recognizable names. With better quality, smart marketing, and competitive pricing, these store-brand products found their way into more carts than expected.
- Tricia Quitales
- 4 min read
Store brands have evolved from generic alternatives to category leaders in many major retail chains. By focusing on quality, customer trust, and affordability, some private-label items have not only competed with but outsold established name brands. These surprising victories reflect changing consumer habits and growing brand loyalty to retailers themselves. As shoppers look for value without compromise, store brands have risen to the top.
1. Kirkland Signature Batteries (Costco)
Costco Wholesale Corporation on Wikimedia
Kirkland Signature batteries have become a top seller at Costco, often outperforming well-known brands like Duracell. Independent tests have shown that their performance holds up just as well, if not better, in many cases. The price point is significantly lower, making it a logical choice for budget-conscious shoppers. Costco members trust the Kirkland label for both quality and consistency. That trust has turned a store brand into a category leader.
2. Great Value Cheese (Walmart)
Walmart on Wikimedia
Walmart’s Great Value brand has seen incredible success, especially in categories like shredded cheese and block cheese. Many customers report little to no difference in taste or texture compared to premium brands. The lower price and frequent availability make it a top pick for families. Great Value’s dairy line in particular has consistently taken market share from more expensive competitors. It proves that taste tests sometimes beat labels.
3. Trader Joe’s Cookie Butter
Trader Joe’s on Wikimedia
Trader Joe’s version of the European “speculoos spread” turned into a viral sensation shortly after hitting shelves. It sold so quickly that stockouts became common, despite having no major advertising behind it. Competing brands tried to mimic the flavor, but Trader Joe’s maintained dominance with a cult following. The unique packaging and novelty helped it stand out. Customers chose it again and again over name-brand alternatives.
4. Aldi’s Millville Cereals
Adrio on Wikimedia
Aldi’s Millville cereal line has been quietly outperforming national brands like Kellogg’s and General Mills in certain regions. While the packaging is familiar, the price difference is what truly wins shoppers over. Many varieties taste remarkably similar to big-name versions, with fewer artificial ingredients. Aldi’s focus on private-label quality gives Millville an edge. It’s a perfect example of value meeting satisfaction.
5. 365 by Whole Foods Market Organic Pasta
Whole Foods Market on Wikimedia
Whole Foods’ 365 organic pasta line offers premium ingredients at a price that undercuts other organic brands. With many shoppers becoming more health-conscious, this product became a staple in organic households. It’s not only affordable but holds up in taste and texture, even compared to Italian imports. The clean branding and accessible pricing won over a loyal customer base. Name brands struggled to keep up in the same space.
6. Target’s Up & Up Diapers
Gibbsyspin on Wikimedia
Up & Up diapers have carved out a loyal following among parents seeking quality on a budget. They consistently receive strong reviews for absorbency, comfort, and fit. Many parents have switched from Pampers or Huggies due to the cost savings without compromising performance. Target’s trust in the family-care category has only helped boost its success. Sales figures have shown that in some locations, Up & Up outsells its name-brand rivals.
7. Amazon Basics Electronics Accessories
Amazon.com, Inc. on Wikimedia
Amazon Basics has dominated categories like HDMI cables, phone chargers, and batteries. With thousands of reviews and low prices, many customers choose these over more expensive name-brand versions. Functionality and performance are usually on par with what consumers expect. The ease of adding them to orders and fast delivery also play a huge role. Amazon’s reach has helped push its own label to the top of multiple product categories.
8. Kroger’s Simple Truth Organic Milk
Kroger on Wikimedia
Kroger’s Simple Truth brand became a standout in the organic dairy section, especially with milk and yogurt. It combines high-quality ingredients with competitive pricing that beats most national brands. Consumers looking for clean-label products gravitated toward it quickly. Simple Truth has become a household name in its own right. In some stores, it outsells both Horizon and Organic Valley.
9. CVS Health Cold & Flu Relief
siegel+gale on Wikimedia
CVS Health’s store-brand medications have overtaken national competitors like NyQuil and Robitussin in several categories. The same active ingredients are included, often at a fraction of the cost. Many pharmacists even recommend the store version for those looking to save. Consumer trust in CVS as a healthcare provider strengthens confidence in its private-label offerings. As a result, store-brand cold remedies continue to dominate.
10. Safeway’s O Organics Eggs
Unknown author on Wikimedia
Safeway’s O Organics line includes cage-free eggs that are often more affordable than comparable organic brands. Shoppers praise them for both quality and ethical sourcing. The brand consistently performs well in blind taste tests. O Organics has grown rapidly due to strong positioning within the natural food segment. Its egg sales frequently outpace more expensive competitors in the same aisle.