Supermarket own-brand foods are increasingly outperforming premium branded products in health tests, according to new analysis. Research indicates that own-label items now often match or exceed the nutritional quality of leading brands, challenging the perception that cheaper alternatives are inferior.
The shift reflects a broader trend as nearly a quarter of shoppers plan to buy more own-brand food and drink in 2013, driven by economic pressures and improved quality. Retail analysts note that own-label products have moved from being budget options to mainstream choices, with even upmarket retailers like Waitrose launching value ranges.
Experts attribute the rise to both retailer strategy and consumer demand. As ingredient costs increase for brands, supermarkets have invested in own-label quality and marketing, offering products that cater to niche markets such as health-conscious shoppers. The UK's mature own-label market has allowed retailers to refine their offerings to meet consumer expectations.
Despite the success, brand loyalty remains strong in certain categories. Shoppers still prefer branded soft drinks, crisps, and alcohol over own-label alternatives. However, own-label wine is gaining respectability as supermarkets improve packaging and positioning, moving from 'provided by' to 'selected for' labels to retain perceived value.
The trend suggests own-label will continue to grow, but experts caution that the complete replacement of brands is unlikely due to strong emotional attachments to established names. Price promotions and marketing investments by big brands help maintain their appeal, even as own-label options become more competitive.
