Higher grocery bills are pushing more shoppers toward store brands, which is good for supermarkets and budget-conscious families but bad for big-name food companies.

• Almost half of shoppers bought more store-brand products over the past year, and 92% keep some at home.
• Younger shoppers are leading the shift, with Gen Z and millennials switching fastest.
• Price is the main driver, but most shoppers now say taste and quality are good enough too.
• The savings are biggest on cleaning supplies, paper products, over-the-counter medicine, and personal care items.
• Some generic goods, including milk and dairy, come out of the same plants as the branded versions.

Outlook: The move to store brands looks permanent, since most shoppers say they would stick with them even if food prices came back down.