A good or service that satisfies a consumer's needs or desires just as well or almost as well as a similar good or service. A common type of substitute is an
off-brand product; for example, a grocery store may
sell its own peanut butter to compete with the on-brand peanut butter it also sells. Often, though not always, the
price of a substitute is lower than that of the original product, but they follow generally the same
trends. For example, if demand for the on-brand peanut butter rises, its price increases, but so does the price of the off-brand peanut butter, because consumers are willing to pay more for peanut butter generally, but are still looking for a
bargain.