In a new report by The Food Industry Association, a majority, 54%, of shoppers say they plan to buy "much more" or "somewhat more" private-label brands in the future. Only 26% of those surveyed said the same of national brand groceries, such as Charmin, Tide or Frito-Lay. Private-label groceries at big-box and warehouse retailers — such as Target's Good & Gather and Costco's Kirkland Signature — have been slowly gaining favor with consumers, according to data from Morningstar. Fifty-one percent of those who plan to buy more store-brand groceries said they would do so because of taste and 47% said because of quality. Brands like Costco's Kirkland Signature are considered "cool," says Michael Krupski, a clinical assistant professor of operations management and strategy at the University at Buffalo.

---

Persons: Costco's Kirkland, Michael Krupski Organizations: The Food Industry Association, Morningstar, University at Buffalo