In the year since this topic was last covered in the National Food Review generic labels have become big business. I Today, approximately 125 grocery firms sell generic labeled items in about 11,000 stores. These stores sell from I to over 150 food and nonfood generic labeled items. The nonfood items have been more popular than food items. Recent interviews with representatives of grocery firms found divergent views on proportionate sales of generic labels. About half of those interviewed stated that generic products were increasing in sales; others said that sales of such products have reached a plateau. This article investigates the reasons for the apparent differences in views.