At face value, yes, they are. However, when you have coupons available and a sale, the name brand will almost always beat out any store brand pricing! Here's a perfect example:
The Kroger brand Comforts baby wipes are pictured above at $2.13. The name brand Pampers baby wipes are clearly higher at $2.49. Guess what? There is a coupon for Pampers (and usually always are each month in the P&G inserts). Sometimes there are even printable coupons available. You will pay nearly $1 less in this example, see:
$2.49 Pampers Baby Wipes, 64 ct
$0.50/1 Pampers Wipes, 60ct+ 07/29/2012 P&G Insert (exp 08/31/2012)
Net Price $1.49 each
That's just one example and those wipes aren't even on sale that I would consider purchasing several if it were for our family. It's about watching the sales cycles and using your coupons to further reduce your out of pocket. That's how you save big on grocery items with coupons. If you need those wipes and that sale price isn't the greatest – use your coupon to buy them now. You're better off saving no matter what!