When you are looking down the supermarket aisle, the choices can be overwhelming. On one hand, you see well-known brands, with their vibrant packaging and heavy advertising. On the other hand, there are generic items, which are often more affordable but not as well-known. Choosing store brands can be a smart way to cut costs without losing value.

Private label products are manufactured by outside manufacturers, but sold under the retailer’s name. Often, these items are almost identical to their name-brand counterparts. The main difference? Private label options don’t come with expensive marketing campaigns that national brands build into the price.

Many people think that cheaper products are not as good, but research studies have shown that customers frequently can’t distinguish between store brands and popular brands. In particular when it comes to basic pantry staples like salt, the quality is virtually the same.

For over-the-counter medications, the core ingredients are regulated and must meet the same standards, so whether you’re buying name-brand pain relievers or generic pills, you’re getting the same thing at a fraction of the cost.

In other categories like toiletries, it may seem a bit risky to switch to generics, but it’s often worth it. In case a product doesn’t meet your standards, the money saved will compensate over time. Many retailers even offer return policies on their private-label items, eliminating the risk to try.

The important thing is that you don’t have to go all-in at once. Try switching a few items initially—such as baking ingredients, household items, or basic groceries. Over time, you may be surprised how much you’ve cut from your budget. By being open to private labels, you’ll notice significant savings in your grocery Cheaper grocery options bill without feeling like you’re sacrificing quality.