Costco’s customers looking for value are increasingly opting for cheaper private-label branded products. CFO Gary Millerchip says on a call with analysts that when the company cannot reduce prices for customers, it looks to provide Kirkland Signature items with at least 20% value compared to national brand items. Millerchip says the new men’s walking shoe and facial wipes are already doing quite well, and the company has cut prices on Kirkland pine nuts and frozen shrimp skewers. The company’s new Kirkland Signature lemon blueberry loaf and morning buns also sold well.