Awards are in! These products prove your local supermarket has the best picks

The days of hesitating over generic brands at the supermarket are over. Australians are increasingly recognising that home brands can rival—or even surpass—big-name products. Could your trolley be filled with award-winning bargains without you even realising it?

The Product of the Year Awards 2026 have delivered a clear message: supermarket home brands are no longer the budget alternative—they are contenders in quality and innovation. Of the 40 winners, 27 were from Coles and Woolworths, signalling a dramatic rise in consumer confidence. Woolworths' Smash Beef Burgers, priced at $8.50 for six, stole the spotlight, winning Fresh Meat Burgers over established favourites.

This surge reflects years of investment in private label innovation, according to Product of the Year president Sarah Connelly. Home brands now claim 68 per cent of winning categories, up from 55 per cent last year. Shoppers have quietly discovered that these products often match—or exceed—their branded equivalents.

Shoppers are becoming more strategic, too. Product of the Year research shows that four in five Australians now shop at more than one retailer each month, a trend called 'retail hopping.' Choosing supermarket brands over national equivalents can save up to 42 per cent, proving that smart shopping is about value, not loyalty.

Award-winning home brands now cover essentials and treats alike. Coles’ Special Herb Mayo at $3.50 offers an affordable condiment alternative, while their Finest Granola Honey Roasted with Nut at $8.50 for 500g provides a premium breakfast without the premium price. The frozen section shone with winners like Finest Frozen Potatoes with Herb Butter at $5 and French Lemon Meringue Tart at $7–8.

For quick weeknight meals, Coles’ Made Easy Slow Cooked Pork Belly Bites in BBQ Honey ($15 for 500g) and Finest Potato Gnocchi with Cacio e Pepe Sauce ($9 for 400g) deliver restaurant-quality flavours with minimal effort. Shoppers seeking healthier options also benefit, with 37 per cent looking for no sugar items, 26 per cent for high protein, and 20 per cent for gut health support.

Sustainability is increasingly important, with winners like Cocobella Coconut Water Coffee for recyclable packaging, Koala for its B Corp certification, and Bespoke Foods for sustainable potato sourcing. These choices indicate that ethical practices now play a role alongside price and quality in influencing Australian shoppers.

If you want to see how home-brand products really stack up against the big names, there’s a recent taste test that puts them to the challenge.

The results reveal which supermarket brands came out on top, offering a practical guide for anyone looking to make smarter choices at the store.

It’s a great follow-up to this story, showing real-life examples of home brands proving their quality and value.

Read more: Blind taste test reveals surprising winner among supermarket home brands

Have you noticed home brands beating big-name products in your own shopping trolley, and which discoveries have surprised you most?