Think again.

According to a new poll, more than two-thirds of women are willing to switch brands of milk to save money. The data is featured in the November issue of ShopSmart, from the publisher of Consumer Reports.

The telephone survey of 1,006 women – the American home’s traditional gatekeeper of consumer goods – revealed that 67% of those surveyed would be willing to switch their regular brand of milk to save money, compared to only 29% who’d change their preferred brand of pet food if money was tight. Brand loyalty to eggs and over-the-counter medications was similarly expendable, while commitments ran deeper to cosmetics, personal-care items and toilet paper.

These findings back up what most dairy processors already know – that private label is growing in popularity, and that brand marketers need to offer real value for the price they’re seeking, or otherwise they’re nurturing the “six-of-one” commodity mentality that the industry allowed to take root. -- J.D.