Many grocery stores operate on a "more is more" philosophy, as shelves overflow with tens of thousands of products. But if you've ever stared down an entire aisle of salad dressings, you know the feeling of decision fatigue. That overwhelming sense of having too many choices, alongside inflation, has pushed many retailers to scale back on options. Today, some grocers are striking a new balance that aims to prioritize store-brand offerings while maintaining enough variety to keep shoppers from feeling like they're missing out.
No one epitomizes the success of the private brand like Trader Joe’s. The California-based cult favorite, founded nearly 60 years ago and known for its tiki theme and friendly crew, prides itself on a “curated, private-label-heavy product mix,” notes Thomasnet. “By avoiding costly promotional campaigns, the company reduces overhead and can offer consistent and competitive prices.”
The store maintains relationships with manufacturers around the world that rebrand exclusively for TJ’s, cutting out intermediaries. Plus, to optimize shelf space and reduce waste, “a carefully curated selection allows it to buy in bulk, negotiate better terms with suppliers and simplify its supply chain operations.”
Notably, TJ’s also keeps costs down by leveraging a spoke-and-hub model, with nationwide distribution centers meeting local stores’ needs. Multiple weekly shipments enable just-in-time inventory restocking, minimizing backroom storage requirements and keeping down freight costs.
Yet despite TJ’s popularity, there are several noteworthy shortcomings: For one, fruits and vegetables tend to spoil faster and can be inconsistent in quality, a side effect of the tight, global supplier network and cost-cutting focus. Also, while some items are a bargain, many are priced per item instead of by weight, which can make them more expensive than at other stores. And TJ's is known for its excessive use of plastic packaging, which raises sustainability concerns and contributes to the shorter shelf life by limiting air circulation.
Fast Company also reports that TJ’s has a “record number of recalls,” and Newsweek adds that these have affected a total of 31 states along with Washington D.C. just this year. The affected items include salad dressing, sparkling mineral water, canned tuna and frozen acai bowls, and they were recalled for undeclared allergens, possible contaminations and packaging defects. Newsweek notes that the recalls “highlight risks in third-party manufacturing, food labeling and container integrity.”
The question, of course, is whether people will accept less choice, faster spoilage and possible safety hazards in favor of brand loyalty and often lower prices: According to research by The Associated Press-NORC Center for Public Affairs Research, many consumers may be willing to take that leap. In fact, 53% of people say the price of groceries is a “major” stress, with only 14% reporting their food shopping to be stress-free. And it’s no wonder, as overall costs are 2.7% higher than a year ago, with inflation continuing to rise. Per CNN, eggs, beef and orange juice prices have risen sharply due to supply challenges and extreme weather. There are also signs that President Trump’s tariffs are beginning to affect the cost of imported fruits, canned goods, coffee and more.
Navigating the trade-offs
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