Brand Names You're Paying Way Too Much Money For

For the longest time, it seemed customers were more than willing to purchase an item on the strength of the brand name. To see a popular brand is to assume higher quality and good value for money. However, things are rapidly changing, both in terms of customer attitudes toward generic or "off-brand" products, and whether brand name products still represent good quality and a justifiable purchase. In the past, brand names appealed to consumers on an emotional level, but a recent survey reported by Produce Business revealed that 84% of shoppers trust private label items just as much as the brand names. That same study suggests that upward of 72% of customers could not distinguish popular and off-brand products. It's a bit jarring to think customers are spending so much money on brand names when they could buy off-brand equivalents and be just as content.

Fortunately, these studies and the rise of dupe culture seems to suggest an emerging trend. We could be seeing a shift in shopping behavior, one where people are less interested in spending money on a name, and instead ensuring they get a good bargain or equivalent value for money through an off-brand item. If you're worried you might be overpaying at the grocery store, here are a few brand name items we think you can afford to skip the next time you go shopping.

Kellogg's Rice Krispies are such a dominant brand for rice cereal, and most of us can easily recognize and name the Snap, Crackle, and Pop mascots. It's one of the few cereals where people don't just buy it for breakfast, but as part of a key ingredient for Rice Krispies treats. Interestingly, many fans today would be surprised to know that marshmallows were not part of the original recipe, which instead called for molasses and corn syrup. 

Just the same, if you choose to substitute the official Rice Krispies for these treats or even just a bowl of cereal, some experts believe you probably won't know the difference. At least, that was the conclusion drawn by a group of Taste of Homes' taste testers when they put the Kellogg's brand up against Target's Market Pantry Toasted Rice. Rice Krispies won for texture, but the taste was found to be largely the same. If you are a stickler for texture when eating, you may feel the need to pay a little more for Kellogg's Rice Krispies. However, if this doesn't matter, you may be paying way too much for your rice cereal. Go for an off-brand version instead.

This revelation could give you a headache, but it's true: There's no significant difference between Advil and store-brand ibuprofen, the product's main ingredient. Much of the confusion comes from customers assuming that, based on the name, they're getting a premium version of ibuprofen. But that's not how it works. Ibuprofen is the generic name for a pain reliever found in other products like Midol or Motrin. Or it might be sold under its own name as a store brand. Like Advil, ibuprofen is available as a coated or uncoated tablet, or in capsule form.

The one key difference that sets the two items apart? Price. As with most brand-name items, the Advil name is what sets the price, and no matter the grocery retailer you will pay more for this recognizable medicine than you will for the generic alternative. The name does not indicate how much medicine is in each tablet compared to the off-brand version. So if you were spending more for Advil in hopes of getting a bigger dose of medicine or quicker relief, then you've been wasting your money. Instead of focusing on the Advil brand name, focus on the amount of medicine in each dose. That will be the bigger indicator of how much relief you can expect when buying your pain reliever.

Crocs has gone on quite a journey over the years, going from the ugly shoes that were highly unfashionable, to the unfashionable shoes worn ironically, to the comfortable and somewhat cool shoes that people enjoy openly. Yet, as the brand's popularity increased, so did the prices. Today, you can buy a pair of Crocs for between $45 and $80 at Amazon. And while that might not seem too expensive, there's still a chance you might be overpaying, and able to find a better priced dupe.

You see, the rise of Crocs in popularity has led to a rise in knock-off versions being released for sale, some of which are much cheaper to buy. For instance, Walmart sells the Rugged Shark Men's Comfort EVA Clog Sandals, its own off-brand version of Crocs, for $12.98. These clogs currently enjoy a 4.5 average rating following over 2,000 customer reviews, suggesting that most shoppers felt that these shoes were worth the purchase. Because so many fans of Crocs recommend the shoes for comfort, you might be able to forego a shoe purchase and buy insoles instead.

Nutella is arguably the first name in hazelnut spreads, a delicious treat that's good spread on bread, wrapped in a crêpe, or used as an ingredient in Ferrero Rocher candies. It's so beloved that in 2020 alone, at least 11 million Americans consumed an entire jar, according to Statista. But while the popularity of this brand name is hard to dispute, one has to wonder if it's down to the brand name or the idea of cocoa-blended hazelnut spread itself. As it turns out, there is a case to be made for alternatives to Nutella and not overpaying for a tasty treat.

For instance, customers wanting an affordable option that still tastes very good seem to prefer the Great Value hazelnut spread. It's available for $3 to $5 at Walmart and has an average rating of 4.4 across both sizes; each option has over 900 reviews, most of which are very positive. One anonymous reviewer wrote, "I used Nutella for years, thinking there wasn't a duplicate that tasted just as good, but, after a financial crisis in my life, I started using different brands of hazelnut spread." They said that the Great Value version "takes the cake." In fact, multiple customer reviews expressed that due to financial issues or a desire to save, they were looking for a Nutella alternative and found it in Great Value.

We recommend a personal taste test. If you find that you prefer Walmart's much cheaper version of hazelnut spread or can't tell the difference, this could be your chance to switch, and enjoy some savings.

Some of us remember the Billy Mays ads promoting OxiClean, a popular cleaning product known for using oxygen to remove stains from clothes and other items. As the brand's popularity took off, not only was it available for purchase on its own, but some well-known brands like Arm & Hammer also have versions of their cleaning products that include OxiClean. The idea of a fancy private-label product that lifts stains with oxygen might make it sound like it's worth paying more. However, once you understand the science of OxiClean, you might not only be inclined to go with a dupe but also feel that you've been duped yourself.

As it turns out, OxiClean's most active ingredient is sodium percarbonate, a potent bleaching agent. The ingredients here aren't unique to the brand; they're found in other cleaners and stain removers. The chemical reaction that occurs when exposed to water creates hydrogen peroxide, which is itself a decent stain remover.

While OxiClean's oxygen gimmick made it popular, and it is a name you'll readily find among stain removal products, there's likely previously purchased options already in your home that you can use instead. Some suggest substituting it with hydrogen peroxide or baking soda for stubborn stains if you feel your detergent isn't doing enough.

When it comes to salty snacks, many households enjoy tortilla chips, with Frito-Lay's Tostitos being a top choice for consumers. According to Snack Food & Wholesale Bakery, Tostitos accounted for over $1.6 billion in sales in 2023. Only Doritos, which Frito-Lay also owns, did better that year. Meanwhile, Tostitos earned more than rivals On The Border, Santitas, Mission, and Late July combined. For as impressive as the numbers are, it's entirely possible that the name recognition plays a significant role in driving sales, and customers might find that they're just as satisfied with store brand tortilla ships instead of overpaying for a big name.

If the goal is to enjoy a salty snack for less, you can buy Great Value tortilla chips for less than $2 per bag. These Walmart store brand chips currently cost half as much as a bag of Tostitos. Great Value salsa and cheese dip also costs less, and based on the reviews, you won't miss too much if you choose to save money by swapping out Tostitos for the Great Value option.

The Hermès Birkin is far and away the most luxurious product on this list, with even pre-owned bags selling for over $17,000. With the Birkin, it's not remotely controversial to say you are overpaying for a bag. With Hermès, that seems to be entirely the point, with customers having to go through a lengthy, potentially humiliating social ritual before the company invites them to buy a Birkin. Even if you can get the bag elsewhere through a reseller, the sense is that it lacks the same status as spending tens of thousands of dollars directly with Hermès. And it seems women of all economic backgrounds have had enough, as evidenced by the immediate popularity of the "Wirkin," the public nickname for Walmart's infamous Birkin dupe. 

There was some debate over whether the Walmart dupe was too affordable, given its $80 price tag. That said, its popularity as a Birkin alternative was not up for debate, as its various color options sold out very quickly. Though Walmart's Birkins seem unavailable for now, the situation made it clear that women feel they should have access to stylish bags without overpaying or jumping through hoops. The lesson from the Hermès Birkin is that if you're not overly concerned with clout, you can find stylish dupes that match your personal fashion goals. If you are still on the hunt for a budget-friendly Hermès Birkin alternative, you may be able to find a few on Amazon.

If you've been buying Coca-Cola a lot over the years, you might have noticed a sudden uptick in the cost. In a Taste of Country article, writer Billy Dukes was stunned to a see a 12-pack of Coca-Cola on sale for $10.99. He noted that for that price, he could likely enjoy an entire fast food meal elsewhere. But what was particularly worrying is that this seemed to indicate a new trend, with Coke products set to get more expensive, this despite the company outright admitting to Bloomberg that American shoppers are buying fewer cans of soda.

With consumers saying no to Coca-Cola's pricing, it's fair to say anyone who buys their products is overpaying. You could see slight savings by switching to rival Pepsi, though both brands might find themselves in trouble for their pricing practices. If you want to try an affordable off-brand alternative to both, Shasta is a choice that is frequently mentioned. If you wish to cut cost and calories, there are affordable sparkling water options available as well. For instance, Waterloo and Bubly offer 8-count cans for sale at Walmart, priced at $3 to $4.

Although peanut butter technically wasn't invented in the United States, the modern version of this spread is uniquely American, as is our collective obsession with it. A few brands have benefited from the domestic popularity of peanut butter. Jif, a peanut butter brand owned by J.M. Smucker Co., reportedly accounts for 39.4% of the industry market share, per CNBC. That's more than the nearest competitors, Skippy, which owns 17%, and Peter Pan, which sits third with 7%. With sales ballooning from $126 million to $600 million over 10 years, it could be that a strong selling point has been name recognition and a memorable catchphrase: "Choosy moms choose Jif."

And yet, today, moms and others determined to save may be choosing more affordable peanut butter alternatives. Despite what Jif's famous advertising campaign would suggest, it's frequently been shown that consumers often can't tell popular brands apart from store brands in blind tests. If you go with Great Value at Walmart or grab a jar of Nature's House at a local Dollar Tree, you can still enjoy a smooth, creamy peanut butter spread while not spending too much.

For those who grew up playing with Mattel's Barbie dolls but haven't had a reason to go near the toy aisle in years, you might find the current options both disappointing and unrecognizable. This world-famous doll has gone through a series of changes over the decades, with some eras more popular than others. Some versions are even reportedly worth a lot of money. But in recent years, Mattel has come under fire with fans for how noticeably lackluster and cheap Barbie dolls tend to look.

In a discussion on the subreddit r/Dolls, one Reddit user shared their experience visiting a local store's toy aisle and being shocked by Barbie dolls priced at $50 to $100, despite their apparent lack of quality. "What happened? I know the world has changed drastically, even in the last 10 years, economically and culturally, but surely not enough to justify the lack of effort in the dolls now." Community members agreed that the prices were "shameful," with one remarking that in the past, a $5 Barbie could hold up against a rare collectible in terms of quality. If you are looking to buy a toy doll but aren't interested in spending that much on current Barbies, you can probably find a similar, off-brand toy doll at Walmart, Target, or a local dollar store for a fraction of the price.