As retailers add private-label offerings, shoppers are increasingly turning to store brands to save money without compromising quality. "Private-label suppliers have seen, over the years, that their products are really starting to move well," said Brad Nieman, director of County Market in Quincy, Ill., which carries more than 3,500 store-brand products. "They've increased their production and variety of what they want to offer compared to the national brands."

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