Clark Howard talked about a Consumer Reports' test on the subject.
Here is his summary:
Consumer Reports has taken a close
look at the store brand vs. name brand
question in the magazine's October
2010 issue. The verdict? Store brands
offered taste that was better than or
equal to name brands in many food and
In general, store brands tend to save
you about 30 percent on average over
their national brand counterparts.
In comparing Heinz tomato ketchup to
Target's Market Pantry private label,
Consumer Reports preferred the latter.
In another example, Wal-Mart's Great
Value potato chips got the edge over
Lay's, according to the publication.
However, Consumer Reports suggests
that you skip the store brand and go
for the national brand when it comes
to mayonnaise, french fries, butter,
tuna and peas.
Clark's rule when it comes to store
brands is to give them a try just
once. If you like it, you save up to
30 percent each time you go shopping
going forward. If you don't like it,
you only lose money once. Many stores
even offer a money-back guarantee for
So remember, the potential savings can
be so great that there's always a
compelling reason to sample the store
And here is the full article from Consumer Reports.