As we navigate the aisles of our local supermarkets, it's impossible not to notice the creeping increase in prices that has affected everything. The cost of living is on the rise, and with it, the cost of nearly every good and service we rely on.

This is particularly evident in the food sector, where not only the production and procurement costs have soared, but also the expenses associated with transportation, cooling, preparation, and storage.

And if you're someone who enjoys dining out, you've likely felt the pinch of higher prices there too.



The latest Consumer Price Index (CPI) for December paints a clear picture: prices have risen across the board by 0.4%, pushing the 12-month inflation rate to a hefty 2.9%—right at the upper end of what analysts had predicted.

This increase has touched nearly every aspect of our daily lives, from the food we eat at home and away, to the energy we consume, the cars we drive, and even the clothes we wear.

Here’s how common materials and services have changed in December compared to November of 2024:

• Food: up 0.3%
• Food at home: up 0.3%
• Food away from home: up 0.3%
• Energy: up 2.6%
• Gasoline: up 4.4%
• New cars: up 0.5%
• Used cars: up 1.2%
• Apparel: up 0.1%
• Shelter: up 0.3%
• Transportation: up 0.5%
• Medical care: up 0.2%
• Medical Care Commodities: 0.0%

Retail giants like Walmart and Amazon are stepping up to the plate, offering discounts on staples to help ease the burden on consumers' wallets.

With the cost of protein essentials like eggs skyrocketing due to factors such as bird flu and supply chain disruptions, these discounts are a welcome relief.

In fact, the price of eggs has seen an astonishing 85% increase from the previous year, according to USA Facts, and other staples like beef, chicken, tomatoes, whole milk, and bread have also seen significant price hikes.

In response to these challenging times, Walmart announced a rollback on prices for many items in their stores, aiming to return to pre-inflation rates.

Amazon's Whole Foods is also enticing Prime shoppers with deeper discounts and rotating weekly sale items, hoping to draw customers back in.



Yet, amidst these strategies, one tactic stands out: the rise of private labeling.

As consumers tighten their belts and seek out deals, retailers are expanding their private label offerings—those generic, “owned,” or in-house brands that are often more affordable than their national brand counterparts.

Walmart introduced Bettergoods, Kroger brought out Field & Vine, and Amazon launched Amazon Saver.

Target has continued to expand its in-house brands, now boasting over 45 Target brands. And let's not forget Costco's Kirkland brand, a powerhouse that accounts for about one-third of Costco's annual revenue.



This shift towards private labels isn't just a blip on the radar. According to a new Circana report, sales of private label goods have surged by a record 2% since 2021, while national brand names have seen a 7% decrease.

The trend extends beyond food, with all 10 food and nonedible categories experiencing revenue growth.

So, what does this mean for you, our savvy seniors? It's time to take a closer look at private label products on your next shopping trip. These brands are no longer just the “budget” option but are increasingly becoming synonymous with quality and value.



As Walmart and Costco bet big on their private label categories, your shopping habits might just change forever.

You could find yourself enjoying similar or even better quality products at a fraction of the cost, leaving more in your pocket for life's other pleasures.

Have you made the switch to private label goods, or do you remain loyal to the national brands? Share your experiences and tips for smart shopping in the comments below!