As inflation continues to stress American food budgets, new research from consumer research platform Attest reveals that many consumers now prefer Retail-owned Brands (private brands.) The 2023 U.S. Food & Beverage Trends report surveyed 2,000 U.S. consumers, finding that 58% are “very likely” to buy private brands as opposed to more expensive manufacturer brands, while 27% are “somewhat likely.” Only 4% are “unlikely” to buy private brands.

74% would make the switch from big-name brands permanent, noting they would “definitely” (34%) or “probably” (40%) continue purchasing private brand if the price was no longer a concern. Only 9% wouldn’t keep buying private-label products.

“American shoppers have changed in behavior and have acquired a real taste for private label brands due to inflation’s impact on the cost of grocery and household products,” said Jeremy King, CEO and founder of Attest. “This poses a significant challenge to well-known brands that can’t compete on price and who may end up the losers here as these shifts in shopping habits may be permanent for several important sub-segments.”

In their search for value, shoppers have become long-term fans of Retail-owned Brands. But some are unwilling to make the switch, most likely because they’re still able to afford trusted household brands (29%). 28% report that private brand products don’t taste as good. 25% believe they have lower-quality ingredients.