CHICAGO — In recent years, the US private-label market has enjoyed sales growth that likely won’t decrease in the near future. Private-label companies continue to introduce better-for-you products and more attractive packaging at affordable prices. Most recently, Mintel research found that 44% of grocery shoppers believe store brand products are of better quality today than they were five years ago.

Thirty-nine percent of respondents who identify themselves as the primary grocery shopper of their household say they would recommend a store brand product. Meanwhile, 34% say they don’t feel like they’re giving anything up (such as flavor or prestige) by using store brands. Only 19% believe it’s worth paying more for name brand products.

“With the exceptions of drinks and personal care products, most consumers believe private-label options are of equal quality to nationally-branded products,” said Fiona O’Donnell, senior analyst at Mintel. “The lack of perceived difference can be attributed, in part, to the fact that many retailers have introduced premium private label products in recent years that rival their branded counterparts in flavor and nutritional value, as well as the packaging design and shelf placement.”

Private-label brands are overcoming the stigma once associated with generic products, O’Donnell added. “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,” she said.