substitute

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Substitute

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.

substitute

See swap.
References in periodicals archive ?
No one has tried corn gluten meal as a protein substitute before, according to the researchers.
Maybe you could have a protein substitute, a mock protein, an alternate material that you could engineer and fool with to your heart's content.
Oliver notes that where some would have built product appeal around the fact that it was vegetarian protein substitute, "as America's fascination with international food trends and authentic ethnic foods continues to grow, we learned that the street appeal of falafel was in its ethnic, middle-eastern origins as well as its inherent healthiness.