When a customer visited the local market in decades past, the limited selection and quantity offered little choice. As globalization urbanizes even the most rural communities, stores carry almost seven times the inventory they did in the 1990’s.
Now, something as rudimentary as canned tomatoes can take up an entire half-aisle. After deciding on the shape and flavoring of the tomato (Diced or crushed? With green chilies or roasted garlic?), hoards of carefully branded tomato graphics beckon from the 8-foot tall shelves, vying for their 72-cent share of your weekly grocery bill.
Add confusing price-points and impossibly tiny price-per-ounce readings to the mix, and it’s no wonder that shoppers slip into choice paralysis. At that moment of indecision, private labels sweep in to save the day. They may not have the brand recognition (like Hunt’s), but they’re cheap, cleanly advertised, and nine times out of ten, they have an added red-tag discount.