Store Brands vs. Brand Names

At the Supermarket Checkout, frugality trumps Brand Loyalty. When my friend visited her local CVS drugstore recently, to save a few dollars she bought the store-brand facial scrub rather than the Olay version she normally uses.
"I thought I'd be able to tell the difference, but I couldn't....I looked at the ingredients and they seemed almost the same," says my 26 year-old friend. "On my next shopping trip, I'm going to buy the store-brand moisturizer and cleanser...it's less money."
Many Americans are changing their everyday purchases and abandoning brand loyalty, prompted by the persistent financial pressure of rising food, gasoline and electricity prices.