Once the underdog of the grocery aisle, private-label brands are taking over Canadian pantries. Even as inflation subsides, shoppers are still opting for store brands to get the best bang for their buck, according to a new report from CoBank. Over the past few years, many Canadians bought brands like Metro’s Irresistibles or Loblaw’s No Name to save money, despite the common belief that they’re lower quality than name brands. But after buying these brands out of necessity, shoppers started to realize store brands could actually hold their own against name brands in terms of quality and are up to 20% cheaper. Experts believe this competition might drive down the prices of name-brand products and expand discount options. Major grocery stores are already hopping on board, pouring resources into discount offerings, with Loblaw piloting a new store dedicated entirely to its No Name line, and Empire, which owns Sobeys and Farm Boy, opening 52 new discount FreshCo stores in the past six years.