Regardless of where you live in the U.S., chances are you stand in the grocery aisle, price-comparing generic items to name brand ones. You’re not alone, either. Private-label brand sales increased by 6% in 2023, according to a report published by Circana. This increase is telling; more consumers are buying generic and store brand items in recent years than ever before. But is there really a difference between name brands and generic store brands?