must be others like me
who avoid name brands like the plague
About 15 years ago I started providing data analytics services for a big FMCG provider
The billion dollar brands are mostly money spent on marketing, shelf space, display promotions etc. far less on R&D.
Gillette for example is better than other competitors but not so much better that it justified the price premium.
But the key points were
1. Shelf location (catches your eye is key).
2. Make sure it is always stocked when needed, but not too much as inventory costs (so detailed supply chain management)
3. Handling non performing inventory (again SCM)
4. Reducing the bottom line.
If an end customer didn’t find the product on shelf, you could potentially lose him.
So I follow your example and mostly avoid brands. The only brands I think are worth it are
1. Colgate BASIC toothpaste. The rest of their range are just money grabs imho.
2. Jacobs coffee
That’s about it. No processed stuff as far as possible. It’s the processed foods that make one fat imho.