Store Brands Save Back-to-School Shoppers 35 Percent

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September 20, 2011

Back to school shoppers saved more than one third when choosing store brands over national brands this season, according to a survey from the Private Label Manufacturers Association.

The survey looked at supermarket prices of 40 common back-to-school items for the typical family with school-age children. The study included basic supplies such as pencils, pens and notebooks, as well as lunchbox essentials including cold cuts, sandwich bread, fruit cups and granola bars. Pricing for all 40 items was tracked at a conventional supermarket over a four-week period.

The study found that consumers would save $47.52 on average when purchasing private label products, for a total market basket savings of 35.5 percent. Consumers would spend $86.30 while buying store brands, whereas the same market basket comprised entirely of national brands would total $133.82.

In each category, a leading national brand product was compared to a similar store brand product and prices were adjusted to account for all known discounts, coupons and promotions available. The survey was repeated on a weekly basis during the four-week period from August 13, 2011 through September 3, 2011 in a suburban northeast supermarket .

Some of the biggest savings were in basic school supplies. Store brands options in 120-page notebooks and glue sticks yielded 77 percent less than the national brand; pencils saved shoppers 62 percent; private label adhesive tape saved 39 percent and ballpoint pens saved 29 percent.

Food items were included and ranked high on the list, according to PLMA. Sandwich bread (73 percent savings), hot dog buns (62 percent savings), ice cream (53 percent savings), oatmeal (51 percent savings) and maple syrup (44 percent savings).

Pricing competition is heating up, however. In four instances -- fruit gel cups, juice boxes, canned tuna and zipper bags -- the study found that national brands discounted below private label pricing.

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