Costco, Trader Joe's, Kroger, and the 8 other stores with generic brands that customers trust the most

Jabin Botsford / The Washington Post via Getty ImagesCostco members depend on Kirkland products. That includes Frank Fiorina (pictured), the husband of former Republican presidential candidate Carly Fiorina.
  • Which grocery stores carry the most trustworthy generic brands?
  • Signs.com recently ran a survey to discover which stores carry brands that shoppers consider both reasonably priced and well made.
  • Costco ended up triumphing over its rivals, with Trader Joe’s and Kroger taking second and third place, respectively.

Generic brands offer shoppers an opportunity to rack up the savings without compromising on quality.

But which grocery chains carry the most reliable brands?

Online communications company Signs.com conducted a survey of 514 shoppers to find out. Participants were asked to rate the price and quality of a company’s generic brands out of five – with five representing the highest quality brands.

Read more: The top 25 grocery chains with the most loyal shoppers in America

The survey didn’t factor in bulk prices.

When it comes to generic brands, Costco handily took the top spot. Check out which grocery chains carry generic brands that customers rely on:


11. Safeway

Aranami/FlickrThis supermarket chain carries Safeway Signature Brands.

Price: 3.96

Quality: 3.47

Overall score: 3.72


10. Albertsons

YelpAlbertsons carries its in-store line of O Organics.

Price: 3.79

Quality: 3.67

Overall score: 3.73


9. Whole Foods

Business Insider/Mary HanburyWhole Foods carries its 365 Everyday Value line, Whole Trade Products, and Engine 2 Plant-Strong items.

Price: 3.54

Quality: 4.08

Overall score: 3.81


8. Food Lion

Virginia Retail/FlickrMy Essentials is one of Food Lion’s in-store brands.

Price: 4.06

Quality: 3.61

Overall score: 3.84


6 (tie). Target

Scott Olson / Getty ImagesMarket Pantry is Target’s main grocery brand.

Price: 4.07

Quality: 3.8

Overall score: 3.94


6 (tie). Wegmans

GlassdoorWegmans: Food You Feel Good About is one of this chain’s primary brands.

Price: 3.94

Quality: 3.94

Overall score: 3.94


5. Publix

Chelsea Greenwood/Business InsiderThis chain’s generic brands include Publix, Publix Premium, and GreenWise.

Price: 4.04

Quality: 3.91

Overall score: 3.98


4. Walmart

Price: 4.4

Quality: 3.61

Overall score: 4.01


3. Kroger

Price: 4.19

Quality: 3.91

Overall score: 4.05


2. Trader Joe’s

Joe Raedle / Getty ImagesTrader Joe’s branded items are often made by well-known companies.

Price: 4.05

Quality: 4.18

Overall score: 4.12


1. Costco

Tim Boyle/Getty ImagesCostco’s in-house brand is Kirkland Signature.

Price: 4.36

Quality: 4.16

Overall score: 4.26

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