Cost focus is a low-cost competitive strategy that focuses on a particular buyer group or geographic market and attempts to serve only this niche, to the exclusion of others. In using cost focus, the company or business unit seeks a cost advantage in its target segment. A good example of this strategy is Potlach Corporation, a manufacturer of toilet tissue. Rather than compete directly against Procter & Gamble's Charmin. Potlach makes the house brands for Albertson's, Safeway, Jewel, and many other grocery store chains. It matches the quality of the well-known brands, but keeps costs low by eliminating advertising and promotion expenses. As a result, Spokane-based Potlach makes 92% the private-label bathroom tissue and one- third of all bathroom tissue sold in Western U.S. grocery stores. The phenomenal growth of store brand purchases is a testament to the power of a cost focus as a means to sell at lower prices. A 2012 study by Accenture found that annual sales of store brands had 40% over the past decade. A total of 64% of US. Shoppers said that store brands comprised 50% of their groceries. The same study asked why people purchased store brands. They found that 66% of shoppers bought store brands because they were cheaper, and 87% said they would buy brand-name products but only if they were the same price as the store brand.