Store Brands Pack Sharp Savings for Back-to-School, New Market Basket Study Shows

With kids back in the classroom and summer fading, a new survey looked at supermarket prices of 40 common back-to-school items and found that shoppers could pocket savings of more than one-third if they purchased store brands products instead of national brands.

The research, conducted by the Private Label Manufacturers Association, looked at a range of products that might make it onto the shopping list for a typical family with school-age children. The study included basic supplies like pencils, pens and notebooks, as well as lunchbox essentials like 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%. Consumers would spend $86.30 while buying store brands, whereas the same market basket comprised entirely of national brand products would run up a grocery bill totaling $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 4- week period from August 13, 2011 through September 3, 2011 in a suburban supermarket located in the northeast.