While the major­i­ty of con­sumers still per­ceive store brands to be the same as or bet­ter than nation­al brands, a one year trend analy­sis indi­cates that their pos­i­tive per­cep­tions toward store brands may be start­ing to decline slight­ly, accord­ing to Ipsos, most notably in the areas of being environmentally-friendly, high-quality, unique and inno­v­a­tive. Nation­al brands should con­tin­ue to focus on the ben­e­fits where they are most dif­fer­en­ti­at­ed from store brands to help dri­ve trust and qual­i­ty per­cep­tions.