With grocery prices creeping up like they’re trying to reach the top shelf, and the cost-of-living crisis refusing to back off, Australians are doing what any sensible shopper would: getting thrifty.
One of the simplest moves? Swapping brand names for home brand alternatives - the no-frills heroes of the supermarket aisle.
According to Coles’ latest quarterly update, one in three shoppers is putting more home brand products in their trolleys to keep costs down.
Home brand (or private label) groceries are products made for supermarkets, and sold by them under their own name. You’ve seen them - they’re usually the ones quietly hanging out on the bottom shelf without flashy packaging or celebrity endorsements.
These products are often made by third-party manufacturers - sometimes even in the same factory as the premium brands. So your generic tin of tomatoes might actually be cousins with that fancy imported brand you used to buy.
That doesn’t mean they’re identical, of course. As Finder’s Sarah Megginson puts it:
“Sometimes they’re basically the same. Other times, you can definitely tell the difference.” Kind of like siblings - some are nearly identical, others are… not.
A few reasons: less money spent on marketing, simpler packaging, and fewer people involved in the supply chain. They also don’t shell out big bucks for premium shelf space - while big-name brands battle for your attention at eye-level, home brands chill out near your ankles.
But that lower price tag doesn’t automatically mean lower quality.
In many cases - yes, surprisingly good. Consumer advocacy group CHOICE has tested loads of home brand products over the years and found that many hold their own against big brands.
For example, Aldi’s Just Organic Black Tea recently beat out 31 other tea brands, including Twinings and Lipton, in a taste test. At just 6 cents a bag, it’s proof that great tea doesn’t need a posh label.
You might not get as many flavour options. That jar of home brand pasta sauce probably won’t include aged parmesan, wild basil and a backstory about being hand-stirred in Tuscany. And sometimes, the packaging is… basic. Ring-pull lids aren’t always guaranteed - but hey, a little manual effort builds character.
Home brand products are having a moment, and it’s well deserved. They may not be flashy, but they’re dependable, budget-friendly, and often just as good as the pricier stuff. In tough economic times, that’s a pretty easy swap to make - and your bank account will probably agree.
