When it comes to saving money on groceries, most of us assume we'll have to sacrifice quality for price. But what if the cheapest option actually tasted better? That's exactly what happened when consumer experts put supermarket home brands to the ultimate test—and the results might surprise you.
In an era where Australian households are spending over $10,000 annually on groceries, every dollar counts.
So when CHOICE conducted a blind taste test comparing home-brand pastries made from ingredients sourced at Coles, Woolworths, ALDI, and IGA, the stakes were higher than just finding the fluffiest pastry.
The winner? Woolworths, by a landslide—earning 20 out of 31 votes from CHOICE staff. This victory is particularly significant given that ALDI has dominated virtually every other grocery comparison in recent years, consistently offering the cheapest basket of goods while maintaining quality that often rivals premium brands.
When quality trumps expectations
'House brand products have really improved in quality recently, and often score well in our testing'
The pastry test revealed fascinating insights about what makes the difference between home brands. CHOICE home economist Fiona Mair noted that the Woolworths pastry puffed up more than the other brands tested, while she described the Black & Gold puff pastry from IGA as having a 'greasy mouthfeel that coats the roof of the mouth'.
The stark difference in votes tells the story: while Woolworths claimed 20 votes, IGA received only two votes, with ALDI and Coles earning just four and five votes respectively.
But the differences went beyond just pastry. The cream cheese comparison revealed significant variations in texture and taste, despite similar ingredient lists. The ALDI Westacre cream cheese was described as 'white, soft and creamy with a pleasant mouthfeel,' while the IGA Black & Gold cream cheese was 'very thick, difficult to blend and slightly yellowish in colour... I could stand a spoon up in it'.
The real cost of grocery shopping in 2025
Australians are now spending close to $200 every week at the supermarket, which works out to be $10,304 per year—that's a 3.39 per cent or $338 lift on figures from last year. For those on fixed incomes, every saving opportunity matters.
The $4,000 home brand opportunity
While Woolworths won the pastry battle, the broader home brand war tells a different story. Recent analysis shows that Australians could save $4,212 annually by choosing home brands exclusively over branded alternatives.
When comparing 20 everyday household items, a branded shopping basket cost $164, while the home brand equivalent came to just $83. The biggest savings came from unexpected categories—laundry powder showed the largest price gap, followed by instant coffee ($9.50 difference), body wash ($7.20), mouthwash ($6), and multipurpose cleaning spray ($5).
This aligns with broader research showing that house brands now make up a significant and increasing proportion of supermarkets' ranges, as they're 'big cash cows for supermarkets' who get to keep more profits and spend less on advertising.
The quality revolution in home brands
What's driving this shift towards home brands isn't just price pressure—it's genuine quality improvement. When CHOICE compared more than 100 products across 16 food categories, ALDI came out convincingly ahead, not only beating supermarket competitors but also outclassing well-known brands costing twice as much or more.
ALDI particularly excelled in milk chocolate, hummus, butter, olive oil and mayonnaise, while Coles dominated in instant coffee, cheddar cheese and hot chocolate, and Woolworths led in muesli bars.
But it's not just about individual wins—there's been a fundamental shift in home brand quality. As CHOICE food editor Rachel Clemons noted, 'House brand products have really improved in quality recently, and often score well in our testing'.
The trust factor in modern grocery shopping
Interestingly, while Woolworths won the pastry test, both major chains are struggling with consumer trust. For the third straight quarter, Coles and Woolworths have shared equal top spot in surveys of Australia's most distrusted brands, while ALDI and Bunnings remain the most trusted.
This trust gap becomes important when making purchasing decisions. ALDI has been the only supermarket to earn five stars for overall customer satisfaction and value for money every year for the past eight years, while Coles, Woolworths and IGA received four stars for overall satisfaction.
Smart strategies for home brand shopping
The CHOICE testing reveals that not all home brands are created equal, and sometimes the higher-priced option does deliver better results.
However, despite 27 per cent of shoppers refusing to buy home brand items because they can 'tell the difference', the evidence suggests many home brands now match or exceed branded alternatives.
The berry comparison in the original test highlighted another important factor—accuracy of labelling. There was very little correlation between the stated percentages of each type of berry and the actual quantities recorded in single samples, with only Coles coming close to matching claimed percentages for strawberries and raspberries.
Smart home brand shopping strategies
- Start with categories where ALDI excels: milk chocolate, hummus, butter, olive oil, mayonnaise
- Try Coles for instant coffee, cheddar cheese, and hot chocolate
- Consider Woolworths for muesli bars and baking ingredients
- Check unit prices rather than package prices
- Don't assume all home brands from one store are equally good
- Try one category at a time rather than switching everything at once
The supermarket landscape shifts
The context around this taste test is fascinating given current supermarket dynamics. Coles has announced it's reducing its non-home brand stock by as much as 10 per cent to rival ALDI, while Woolworths is increasing shelf capacity to offer more home brand stock.
This strategic shift reflects changing consumer behavior. As Woolworths boss Amanda Bardwell noted, 'Customers are switching from brands to own brand. We're seeing a shift in terms of customers increasingly looking for value in multiple different ways'.
Did you know?
Did you know?
Coles highlights that its home brand range provides prices up to 40 per cent cheaper than similar proprietary brands, and while consumers may have fewer choices, they're expected to benefit from better prices.
Meanwhile, in the latest comprehensive grocery surveys, ALDI continues to dominate price comparisons, offering the best deals on virtually everything except specific items like chicken breasts (Woolworths), apples (Coles), and carrots and garlic (IGA).
The recipe that started it all
Since the Woolworths ingredients proved most popular with taste testers, here's the recipe that showcased the winning combination:
Berry cream cheese pastries (makes 36)
Ingredients:
- 6 sheets puff pastry, thawed
- 2 x 250g tubs cream cheese, softened
- 2 cups frozen mixed berries
- 1 tbsp cornflour
- ½ tsp vanilla extract
- 1 tbsp lemon juice
- 1 tsp lemon rind
- 2 tbsp caster sugar
- 1 egg yolk, whisked
- Pure icing sugar for dusting
Method:
- Preheat oven to 200°C fan forced
- Thaw berries in sieve for 1 hour, then mix with 1 tbsp sugar and cornflour; let macerate 30 minutes
- Whisk cream cheese with remaining sugar, lemon juice, rind and vanilla until fluffy
- Cut pastry sheets into six rectangles each, score 1cm border
- Place 3cm apart on lined trays
- Add 1 tbsp cream cheese filling and 2 tbsp drained berries to each
- Brush borders with egg yolk
- Bake 20 minutes until golden and crisp
- Dust with icing sugar
What This Means For You
The pastry test demonstrates that assumptions about home brand quality don't always hold true. While ALDI dominates most grocery categories and offers the best overall value, specific products from other supermarkets can surprise with their quality.
With 96 per cent of Australians reporting increased household expenses in the past 12 months, and food costs rising 1.2 per cent in the most recent quarter, understanding these quality differences becomes crucial for budget-conscious shoppers.
The key takeaway isn't that one supermarket's home brands are universally superior, but rather that testing and comparing remains worthwhile. Sometimes the cheaper option really is better—you just need to be willing to give it a try.
What's your experience with supermarket home brands? Have you discovered any unexpected winners in your own kitchen testing? Share your discoveries in the comments below—your fellow savvy shoppers would love to hear about your money-saving finds.
Original Article
https://www.choice.com.au/food-and-...articles/home-brand-fruit-pastry-head-to-head
Coles, Woolworths shoppers to save $4,212 with simple swap as supermarkets herald new era of homebrand dominance
Cited text: Research showed people are spending close to $200 every week at the supermarket, which works out to be $10,304 per year.
Excerpt: CHOICE home economist Fiona Mair noted that the Woolworths pastry puffed up more than the other brands tested
https://au.finance.yahoo.com/news/c...new-era-of-homebrand-dominance-013728049.html
Coles, Woolworths shoppers to save $4,212 with simple swap as supermarkets herald new era of homebrand dominance
Cited text: That's a 3.39 per cent or $338 lift on figures from last year, with one in five shoppers saying the supermarket was their most concerning househo...
Excerpt: a 3.39 per cent or $338 lift on figures from last year
https://au.finance.yahoo.com/news/c...new-era-of-homebrand-dominance-013728049.html
Coles, Woolworths shoppers to save $4,212 with simple swap as supermarkets herald new era of homebrand dominance
Cited text: 'If they did the same shop every week over a year, that’s an annual difference of $4,212.'
Excerpt: Australians could save $4,212 annually by choosing home brands exclusively
https://au.finance.yahoo.com/news/c...new-era-of-homebrand-dominance-013728049.html
Coles, Woolworths shoppers to save $4,212 with simple swap as supermarkets herald new era of homebrand dominance
Cited text: ... 'We found that a shopper could stand to save up to $81 on by ditching the big names with pretty packaging.
Excerpt: When comparing 20 everyday household items, a branded shopping basket cost $164, while the home brand equivalent came to just $83
https://au.finance.yahoo.com/news/c...new-era-of-homebrand-dominance-013728049.html
Coles, Woolworths shoppers to save $4,212 with simple swap as supermarkets herald new era of homebrand dominance
Cited text: The home brand trolley's bill came to just $83.
Excerpt: When comparing 20 everyday household items, a branded shopping basket cost $164, while the home brand equivalent came to just $83
https://au.finance.yahoo.com/news/c...new-era-of-homebrand-dominance-013728049.html
Coles, Woolworths shoppers to save $4,212 with simple swap as supermarkets herald new era of homebrand dominance
Cited text: Compare the Market found laundry powder had the biggest price gap, followed by instant coffee ($9.50 difference), body wash ($7.20), mouthwash ($6), a...
Excerpt: laundry powder showed the largest price gap, followed by instant coffee ($9.50 difference), body wash ($7.20), mouthwash ($6), and multipurpose cleaning spray ($5)
https://au.finance.yahoo.com/news/c...new-era-of-homebrand-dominance-013728049.html
Woolworths vs Coles vs Aldi—which house brands win on taste? | CHOICE
Cited text: Not only are house brands usually cheaper, they've also improved in quality · 'House brand products make up a significant—and increasing—proportio...
Excerpt: house brands now make up a significant and increasing proportion of supermarkets' ranges, as they're 'big cash cows for supermarkets' who get to keep more profits and spend less on advertising
https://www.choice.com.au/shopping/...nds-which-wins-on-taste-woolworths-coles-aldi
Woolworths vs Coles vs Aldi—which house brands win on taste? | CHOICE
Cited text: Aldi, and quite convincingly! The European supermarket chain upstaged its bigger rivals in a number of categories, not only beating its supermarket br...
Excerpt: When CHOICE compared more than 100 products across 16 food categories, Aldi came out convincingly ahead, not only beating supermarket competitors but also outclassing well-known brands costing twice as much or more
https://www.choice.com.au/shopping/...nds-which-wins-on-taste-woolworths-coles-aldi
Woolworths vs Coles vs Aldi—which house brands win on taste? | CHOICE
Cited text: · It's worth going out of your way to shop at Aldi for things like milk chocolate, hummus, butter, olive oil and mayonnaise · It's definitely worth go...
Excerpt: Aldi particularly excelled in milk chocolate, hummus, butter, olive oil and mayonnaise, while Coles dominated in instant coffee, cheddar cheese and hot chocolate, and Woolworths led in muesli bars
https://www.choice.com.au/shopping/...nds-which-wins-on-taste-woolworths-coles-aldi
Woolworths vs Coles vs Aldi—which house brands win on taste? | CHOICE
Cited text: Coles should be your go-to for instant coffee, cheddar cheese and hot chocolate, while you can't go wrong with muesli bars from Woolies.
Excerpt: Aldi particularly excelled in milk chocolate, hummus, butter, olive oil and mayonnaise, while Coles dominated in instant coffee, cheddar cheese and hot chocolate, and Woolworths led in muesli bars
https://www.choice.com.au/shopping/...nds-which-wins-on-taste-woolworths-coles-aldi
Aldi, Coles, or Woolies? How supermarket home brands rate
Cited text: ... “House brand products have really improved in quality recently, and often score well in our testing,” CHOICE food editor Rachel Clemons said.
Excerpt: As CHOICE food editor Rachel Clemons noted, 'House brand products have really improved in quality recently, and often score well in our testing'
https://www.thenewdaily.com.au/life/eat-drink/2020/08/20/best-supermarket-home-brands
'Reputational crisis': Damning findings for Coles, Woolies
Cited text: For the third straight quarter, Coles and Woolworths have shared equal top spot in a survey of Australia’s most distrusted brands. At the other end of...
Excerpt: For the third straight quarter, Coles and Woolworths have shared equal top spot in surveys of Australia's most distrusted brands, while Aldi and Bunnings remain the most trusted
https://www.thenewdaily.com.au/finance/consumer/2025/09/25/coles-woolworths-least-trusted
Winner named in Aldi, Coles, Woolworths battle for top supermarket
Cited text: Aldi was the only supermarket to earn five stars for overall customer satisfaction and value for money every year for the past eight years.
Excerpt: Aldi has been the only supermarket to earn five stars for overall customer satisfaction and value for money every year for the past eight years, while Coles, Woolworths and IGA received four stars for overall satisfaction
https://au.finance.yahoo.com/news/a...supermarket-of-the-year-battle-190034080.html
Winner named in Aldi, Coles, Woolworths battle for top supermarket
Cited text: For value for money, Coles and Woolworths got four stars and IGA got three.
Excerpt: Aldi has been the only supermarket to earn five stars for overall customer satisfaction and value for money every year for the past eight years, while Coles, Woolworths and IGA received four stars for overall satisfaction
https://au.finance.yahoo.com/news/a...supermarket-of-the-year-battle-190034080.html
Coles, Woolworths shoppers to save $4,212 with simple swap as supermarkets herald new era of homebrand dominance
Cited text: A poll of nearly 2,900 Yahoo Finance readers found 27 per cent refuse to buy home brand items because they can 'tell the difference'.
Excerpt: despite 27 per cent of shoppers refusing to buy home brand items because they can 'tell the difference'
https://au.finance.yahoo.com/news/c...new-era-of-homebrand-dominance-013728049.html
Coles, Woolworths shoppers to save $4,212 with simple swap as supermarkets herald new era of homebrand dominance
Cited text: Coles recently revealed it was reducing its non-home brand stock by as much as 10 per cent in an attempt to rival Aldi, which mainly stocks these type...
Excerpt: Coles has announced it's reducing its non-home brand stock by as much as 10 per cent to rival Aldi, while Woolworths is increasing shelf capacity to offer more home brand stock
https://au.finance.yahoo.com/news/c...new-era-of-homebrand-dominance-013728049.html
Coles, Woolworths shoppers to save $4,212 with simple swap as supermarkets herald new era of homebrand dominance
Cited text: 'Customers are switching from brands to own brand. We’re seeing a shift in terms of customers increasingly looking for value in multiple different way...
Excerpt: As Woolworths boss Amanda Bardwell noted, 'Customers are switching from brands to own brand.
https://au.finance.yahoo.com/news/c...new-era-of-homebrand-dominance-013728049.html
As Coles slashes its product range, will well-known brands disappear from supermarket shelves?
Cited text: In its report to the ACCC, the supermarket highlights its investment in expanding its own-brand range to provide more affordable prices, up to 40 per cent che...
Excerpt: Coles highlights that its home brand range provides prices up to 40 per cent cheaper than similar proprietary brands, and while consumers may have fewer choices, they're expected to benefit from better prices
https://theconversation.com/as-cole...nds-disappear-from-supermarket-shelves-249274
Which is the cheapest supermarket chain in Australia? | CHOICE
Cited text: · Aldi had the best price on everything else.
Excerpt: in the latest comprehensive grocery surveys, Aldi continues to dominate price comparisons, offering the best deals on virtually everything except specific items like chicken breasts (Woolworths), apples (Coles), and carrots and garlic (IGA)
https://www.choice.com.au/shopping/...markets/articles/cheapest-groceries-australia
Aldi wins supermarket price war as Coles, Woolworths, IGA left in the dust: ‘Best bet’
Cited text: “For all other products in our basket, Aldi is your best bet,” he said.
Excerpt: in the latest comprehensive grocery surveys, Aldi continues to dominate price comparisons, offering the best deals on virtually everything except specific items like chicken breasts (Woolworths), apples (Coles), and carrots and garlic (IGA)
https://au.finance.yahoo.com/news/a...-iga-left-in-the-dust-best-bet-200015988.html
Which is the cheapest supermarket chain in Australia? | CHOICE
Cited text: · In our most recent survey, conducted in January 2025, nearly everyone in our nationally representative survey—96 per cent—told us they'd seen household ...
Excerpt: With 96 per cent of Australians reporting increased household expenses in the past 12 months, and food costs rising 1.2 per cent in the most recent quarter
https://www.choice.com.au/shopping/...markets/articles/cheapest-groceries-australia
Which is the cheapest supermarket chain in Australia? | CHOICE
Cited text: Food and non-alcoholic beverages had some of the most significant increases in the most recent quarter, rising by 1.2 per cent.
Excerpt: With 96 per cent of Australians reporting increased household expenses in the past 12 months, and food costs rising 1.2 per cent in the most recent quarter
https://www.choice.com.au/shopping/...markets/articles/cheapest-groceries-australia
Seniors Discount Club
Latest Articles
-
-
-
'Huge change' to Australia's health system as registered nurses set to prescribe medication
- Started by ABC News
- Replies: 0
-
.png){kind=icon}
