Grocery Wars

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By Jared Bray

Story Published: Mar 15, 2010 at 6:38 PM MST

Story Updated: Mar 26, 2010 at 3:23 PM MST

BILLINGS – There's a battle underway at the supermarket between brand-name and generic products.

When Carol Delseaux goes grocery shopping she usually buys brand-name products.

"National brands are proven to be better; they have a history of quality," she said.

But many shoppers are ditching national brands for private label goods. In fact, the sales of store brands have jumped 8 percent since 2007, while the sales of brand-name products have dropped 4 percent.

"The message in the economy is be wise and look for value and I think store brands definitely offer that," said Dan Masin, store manager at Target.

Because consumers are flocking to the generic labels, some brand-name products are disappearing from store shelves. Wal-Mart, for example, recently removed Glad branded storage bags from its aisles. Target, on the other hand, says they're bucking the less is more trend.

"There are a lot of guests that shop here that like the name brands so we want to offer a big variety and definitely offer those things to guests as well," said Masin.

Masin also says the store will continue to give customers more options, even if many of them are switching to cheaper goods.

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