First Insight study reveals that 71% of consumers surveyed believed they could recognize a private label when making a purchase, yet 72% were unable to do so when shown side-by-side images of store brand and national brand products. 84% of consumers now trust in the quality of store-brand products more or the same as national brands, while 52% say they’ve been influenced to try a store-brand product by in-store promotions, packaging, displays or marketing materials. Among the findings: The stigma once associated with private labels have largely disappeared. Seventy-seven (77%) of consumers aren’t concerned with how they’re perceived for purchasing private label products. Today’s shoppers love finding “the dupe.” Smart imitation has become a badge of savvy shopping, with 47% of consumers saying they’ve tried a private label product specifically because it was a dupe of a name-brand item. 44% of consumers—and 70% of those earning more than $150k per year—saying they’re more likely to try a private label if it’s marketed as a dupe of a high-end product. Consumers are willing to break from their normal brands to try new products. While 48% of consumers still identify as brand loyal, more than half say they’re either brand curious (32%) or motivated by price and savings (20%). Brand loyalty is no longer a guarantee. Consumers today no longer worship national brands; they chase value, quality and availability. 71% consumers say they would be willing to try a private label if their preferred national brand was out of stock. And once a consumer makes the switch and feels satisfied, they rarely go back, with 45% saying they’ve permanently switched from a national brand to a private label when the product met or exceeded expectations. The perception of store brands varies by income level. While the stigma around private label is fading overall, more affluent shoppers still feel image-conscious. 44% of consumers making $150k+ per year say they’re concerned about how they’re perceived when buying private label products. This is a significant increase compared to 27% of those earning $51K–$149K and 17% of those earning $50K or less. Essentials are the entry points for private label trial. Grocery (56%), household cleaning supplies (38%), clothing and apparel (34%), and personal care and beauty (33%) are the most commonly purchased private label categories. Private label is driving brand advocacy—and store traffic: 66% of consumers say they recommend private label products to friends and family, and 34% say they’re more likely to shop at a retailer specifically because of its private label offerings.