We trust store brands to offer a quality comparable to national brands at a lower price. While that is often true, it is not always a guarantee. Independent, third-party organizations like Consumer Reports and other consumer testing labs frequently put private-label products to the test, and the results can be surprising. In several recent tests, popular store brands have failed to meet basic standards for quality, purity, or label accuracy, proving that a lower price can sometimes mean a lower-quality product.
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1. Kirkland Signature Olive Oil
Costco’s Kirkland Signature brand has a stellar reputation. However, its olive oil has faced scrutiny. In a widely cited study by the University of California Davis, the Kirkland Signature Organic Extra Virgin Olive Oil was one of several brands that failed to meet the standards for being considered “extra virgin.” The tests found that the oil showed signs of oxidation and being diluted with cheaper, refined olive oil. A disappointing result for a trusted brand.
2. Great Value Sunscreen
Walmart’s Great Value brand offers incredible prices, but its sunscreen has failed to deliver on its promises in some independent tests. In a 2024 analysis by a consumer testing lab, the Great Value Sheer SPF 50 sunscreen was found to provide a significantly lower level of sun protection than advertised. This failure is a serious health concern. Customers who rely on the stated SPF could suffer from sunburns and long-term skin damage.
3. Various Store-Brand Supplements
The dietary supplement industry is notoriously under-regulated, and store brands are a major part of the problem. Independent labs like ConsumerLab and Labdoor frequently test store-brand supplements from retailers. Their reports have repeatedly found that many private-label products do not contain the amount of the key ingredient stated on the label. In some cases, they contain heavy metals like lead.
4. 365 Whole Foods Dark Chocolate Bars
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A 2023 Consumer Reports study sent shockwaves through the chocolate industry when it revealed that many dark chocolate bars contained dangerous levels of heavy metals. The 365 Whole Foods Market Organic Dark Chocolate was one of the products that tested high for both lead and cadmium. This was a particularly concerning result for a brand that consumers trust to provide safe, high-quality organic products.
5. Equate (Walmart) Vitamin D
Walmart’s Equate brand of vitamins and supplements has also been flagged for quality control issues. In lab tests, some batches of its Vitamin D supplements were found to contain a much lower dosage of the vitamin than the amount listed on the label. This means that customers who rely on the supplement to address a vitamin deficiency were not getting the therapeutic dose they paid for and needed.
6. Member’s Mark (Sam’s Club) Spices
Independent testing shows some store-brand spices are contaminated with heavy metals or undeclared fillers. While Sam’s Club has a generally good reputation, the broader category of low-cost, private-label spices has been a problem area. Consumers who purchase these products to save money may unknowingly add harmful substances to their food.
The Importance of Independent Verification
The results of these third-party tests are a powerful reminder. We cannot rely on a store’s marketing or brand reputation alone. A lower price is only a good value if the product is safe, effective, and meets the claims on its label. Independent testing provides a crucial layer of accountability. It helps consumers make truly informed decisions and avoid products that fail to deliver on their basic promises.
How much do you trust store brands? Do the results of these independent tests make you reconsider your purchasing habits? Let us know!
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