Seniors often face the ongoing challenge of keeping their expenses in check. With the cost of living constantly increasing, and limited income from small pensions, many must seek out more affordable options for their essential items and everyday groceries.

As many savvy shoppers look for ways to penny-pinch without compromising on the quality of the items they put in their shopping baskets, a growing trend has emerged of late – the rise of supermarket-owned labels.

Often sold under the store’s own name, these products are typically a much cheaper alternative to the brands we know and love while, hopefully, still delivering quality.

No longer a poor cousin to the branded items we've come to know and love, 'own-brand' products now line the aisles of major Australian grocery retailers – including Coles and Woolworths – as their popularity and sophistication rise.

Own-brand items are increasingly popular among consumers due to their ability to provide quality products at a more affordable price than their name-brand rivals. Credit: Shutterstock.

These products now don sleek, modern packaging and are increasingly indistinguishable from their name-brand counterparts.

After all, who can resist adding staples such as Daley St coffee at Coles or Voeu face masks at Woolworths to their cart, especially when they're less expensive than their branded rivals?

The combination of skyrocketing inflation and rising mortgage rates has provided ideal conditions for the growth of more competitively prices supermarket-owned brands.

Coles' exclusive label sales have surged by 11.4% during the three months leading up to March, resulting in a staggering revenue of $2.9 billion.

Similarly, Woolworths' own-brand products have experienced a sales increase of 9.1%, with categories such as pantry staples and dairy products even seeing a spike of up to 20%.

Experts also noted that the phenomenon of ‘trading down’ is a significant factor contributing to the success of supermarket-owned brands.

This term refers to shoppers' behaviour during tough economic times, where they choose to purchase more budget-friendly items as a means of cutting costs.

Coles' outgoing chief executive Steven Cain stated: We’ve been growing our own brand faster than total sales for quite some time now – it has been a key part of our strategy to do that.'

He highlighted the astounding 40 per cent year-on-year growth of their home brand pasta sales as an example.

Woolworths' CEO Brad Banducci echoed Cain's sentiments, pointing to own-brand rice flying off the shelves as a prime example.

'[Shoppers] are becoming more functional, and they are having more meal occasions at home,' he said.

The shift in focus towards supermarket-owned brands has broadened their appeal beyond just the most budget-conscious shoppers.

Grocery retailers are now creating unique products with higher price points, such as specialty meat ranges, toiletries, and home goods, that are gaining significant traction.

Mr Banducci also discussed the success of their quarterly sales and highlighted their highest growth brand as the Macro brand.

‘Our highest growth brand inside our own brands has been the Macro brand,’ he said.

The Macro Wholefoods range features specialty health foods such as steaks and nuts.

The popularity of supermarket-owned brands in Australia is not limited to just grocery stores, as seen by the success of Kmart's Anko products.

The discount department store's in-house brand has gained so much traction that the company is now exporting the line globally.

Wesfarmers, Kmart's parent company, confirmed in a presentation to the Macquarie Australia conference earlier this month that Anko is now available for purchase in Canada.

The brand is also being sold in India through Amazon.

Key Takeaways

• Consumers are increasingly turning to supermarket-owned labels as cost-effective alternatives to branded items amid rising living costs.
• Major grocery retailers have invested in more premium packaging and product lines for their home brands, creating their own brand identities and attracting many fans.
• The booming sales of home brands have been driven by the trend of 'trading down,' as shoppers opt for more value-friendly items during challenging economic times.
• Sales of Coles and Woolworths' home brands have seen significant growth, with Coles' exclusive brands experiencing an 11.4% increase and Woolworths' own brand sales jumping by 9.1%.

The increasing popularity of supermarket-owned labels among savvy seniors is not just a passing trend.

With improved quality and affordability, more and more people are embracing these budget-friendly options. By making the switch to these products, we can make a significant difference in our weekly grocery bills without compromising on taste or quality.

As the cost of living continues to rise, it's essential to find ways to cut costs without sacrificing on the quality of our daily essentials.

And with many supermarkets offering a money-back guarantee on their own-brand items, there's no risk in giving them a go.

Have you tried any supermarket-owned labels? What has been your experience with them?

We also recommend checking out this article, where we shared the top trusted brands in Australia for 2023.

 

[Shane/#]

Seniors often face the ongoing challenge of keeping their expenses in check. With the cost of living constantly increasing, and limited income from small pensions, many must seek out more affordable options for their essential items and everyday groceries.

As many savvy shoppers look for ways to penny-pinch without compromising on the quality of the items they put in their shopping baskets, a growing trend has emerged of late – the rise of supermarket-owned labels.

Often sold under the store’s own name, these products are typically a much cheaper alternative to the brands we know and love while, hopefully, still delivering quality.

No longer a poor cousin to the branded items we've come to know and love, 'own-brand' products now line the aisles of major Australian grocery retailers – including Coles and Woolworths – as their popularity and sophistication rise.

View attachment 19802

Own-brand items are increasingly popular among consumers due to their ability to provide quality products at a more affordable price than their name-brand rivals. Credit: Shutterstock.

These products now don sleek, modern packaging and are increasingly indistinguishable from their name-brand counterparts.

After all, who can resist adding staples such as Daley St coffee at Coles or Voeu face masks at Woolworths to their cart, especially when they're less expensive than their branded rivals?

The combination of skyrocketing inflation and rising mortgage rates has provided ideal conditions for the growth of more competitively prices supermarket-owned brands.

Coles' exclusive label sales have surged by 11.4% during the three months leading up to March, resulting in a staggering revenue of $2.9 billion.

Similarly, Woolworths' own-brand products have experienced a sales increase of 9.1%, with categories such as pantry staples and dairy products even seeing a spike of up to 20%.

Experts also noted that the phenomenon of ‘trading down’ is a significant factor contributing to the success of supermarket-owned brands.

This term refers to shoppers' behaviour during tough economic times, where they choose to purchase more budget-friendly items as a means of cutting costs.

Coles' outgoing chief executive Steven Cain stated: We’ve been growing our own brand faster than total sales for quite some time now – it has been a key part of our strategy to do that.'

He highlighted the astounding 40 per cent year-on-year growth of their home brand pasta sales as an example.

Woolworths' CEO Brad Banducci echoed Cain's sentiments, pointing to own-brand rice flying off the shelves as a prime example.

'[Shoppers] are becoming more functional, and they are having more meal occasions at home,' he said.

The shift in focus towards supermarket-owned brands has broadened their appeal beyond just the most budget-conscious shoppers.

Grocery retailers are now creating unique products with higher price points, such as specialty meat ranges, toiletries, and home goods, that are gaining significant traction.

Mr Banducci also discussed the success of their quarterly sales and highlighted their highest growth brand as the Macro brand.

‘Our highest growth brand inside our own brands has been the Macro brand,’ he said.

The Macro Wholefoods range features specialty health foods such as steaks and nuts.

The popularity of supermarket-owned brands in Australia is not limited to just grocery stores, as seen by the success of Kmart's Anko products.

The discount department store's in-house brand has gained so much traction that the company is now exporting the line globally.

Wesfarmers, Kmart's parent company, confirmed in a presentation to the Macquarie Australia conference earlier this month that Anko is now available for purchase in Canada.

The brand is also being sold in India through Amazon.

Key Takeaways

• Consumers are increasingly turning to supermarket-owned labels as cost-effective alternatives to branded items amid rising living costs.
• Major grocery retailers have invested in more premium packaging and product lines for their home brands, creating their own brand identities and attracting many fans.
• The booming sales of home brands have been driven by the trend of 'trading down,' as shoppers opt for more value-friendly items during challenging economic times.
• Sales of Coles and Woolworths' home brands have seen significant growth, with Coles' exclusive brands experiencing an 11.4% increase and Woolworths' own brand sales jumping by 9.1%.

The increasing popularity of supermarket-owned labels among savvy seniors is not just a passing trend.

With improved quality and affordability, more and more people are embracing these budget-friendly options. By making the switch to these products, we can make a significant difference in our weekly grocery bills without compromising on taste or quality.

As the cost of living continues to rise, it's essential to find ways to cut costs without sacrificing on the quality of our daily essentials.

And with many supermarkets offering a money-back guarantee on their own-brand items, there's no risk in giving them a go.

Have you tried any supermarket-owned labels? What has been your experience with them?

We also recommend checking out this article, where we shared the top trusted brands in Australia for 2023.

If I'm buying home brand goods from the supermarket (Coles and Woolworths) I look for country of origin if it's China it stays on the shelf

 

[Ricki]

Seniors often face the ongoing challenge of keeping their expenses in check. With the cost of living constantly increasing, and limited income from small pensions, many must seek out more affordable options for their essential items and everyday groceries.

As many savvy shoppers look for ways to penny-pinch without compromising on the quality of the items they put in their shopping baskets, a growing trend has emerged of late – the rise of supermarket-owned labels.

Often sold under the store’s own name, these products are typically a much cheaper alternative to the brands we know and love while, hopefully, still delivering quality.

No longer a poor cousin to the branded items we've come to know and love, 'own-brand' products now line the aisles of major Australian grocery retailers – including Coles and Woolworths – as their popularity and sophistication rise.

View attachment 19802

Own-brand items are increasingly popular among consumers due to their ability to provide quality products at a more affordable price than their name-brand rivals. Credit: Shutterstock.

These products now don sleek, modern packaging and are increasingly indistinguishable from their name-brand counterparts.

After all, who can resist adding staples such as Daley St coffee at Coles or Voeu face masks at Woolworths to their cart, especially when they're less expensive than their branded rivals?

The combination of skyrocketing inflation and rising mortgage rates has provided ideal conditions for the growth of more competitively prices supermarket-owned brands.

Coles' exclusive label sales have surged by 11.4% during the three months leading up to March, resulting in a staggering revenue of $2.9 billion.

Similarly, Woolworths' own-brand products have experienced a sales increase of 9.1%, with categories such as pantry staples and dairy products even seeing a spike of up to 20%.

Experts also noted that the phenomenon of ‘trading down’ is a significant factor contributing to the success of supermarket-owned brands.

This term refers to shoppers' behaviour during tough economic times, where they choose to purchase more budget-friendly items as a means of cutting costs.

Coles' outgoing chief executive Steven Cain stated: We’ve been growing our own brand faster than total sales for quite some time now – it has been a key part of our strategy to do that.'

He highlighted the astounding 40 per cent year-on-year growth of their home brand pasta sales as an example.

Woolworths' CEO Brad Banducci echoed Cain's sentiments, pointing to own-brand rice flying off the shelves as a prime example.

'[Shoppers] are becoming more functional, and they are having more meal occasions at home,' he said.

The shift in focus towards supermarket-owned brands has broadened their appeal beyond just the most budget-conscious shoppers.

Grocery retailers are now creating unique products with higher price points, such as specialty meat ranges, toiletries, and home goods, that are gaining significant traction.

Mr Banducci also discussed the success of their quarterly sales and highlighted their highest growth brand as the Macro brand.

‘Our highest growth brand inside our own brands has been the Macro brand,’ he said.

The Macro Wholefoods range features specialty health foods such as steaks and nuts.

The popularity of supermarket-owned brands in Australia is not limited to just grocery stores, as seen by the success of Kmart's Anko products.

The discount department store's in-house brand has gained so much traction that the company is now exporting the line globally.

Wesfarmers, Kmart's parent company, confirmed in a presentation to the Macquarie Australia conference earlier this month that Anko is now available for purchase in Canada.

The brand is also being sold in India through Amazon.

Key Takeaways

• Consumers are increasingly turning to supermarket-owned labels as cost-effective alternatives to branded items amid rising living costs.
• Major grocery retailers have invested in more premium packaging and product lines for their home brands, creating their own brand identities and attracting many fans.
• The booming sales of home brands have been driven by the trend of 'trading down,' as shoppers opt for more value-friendly items during challenging economic times.
• Sales of Coles and Woolworths' home brands have seen significant growth, with Coles' exclusive brands experiencing an 11.4% increase and Woolworths' own brand sales jumping by 9.1%.

The increasing popularity of supermarket-owned labels among savvy seniors is not just a passing trend.

With improved quality and affordability, more and more people are embracing these budget-friendly options. By making the switch to these products, we can make a significant difference in our weekly grocery bills without compromising on taste or quality.

As the cost of living continues to rise, it's essential to find ways to cut costs without sacrificing on the quality of our daily essentials.

And with many supermarkets offering a money-back guarantee on their own-brand items, there's no risk in giving them a go.

Have you tried any supermarket-owned labels? What has been your experience with them?

We also recommend checking out this article, where we shared the top trusted brands in Australia for 2023.

I'm also guilty of choosing home brand products at times. My greatest concern is and I have noticed it happening already, is less brand name products on the shelves. Before you know it you'll only find the store's brands and when that happens they can then charge whatever they like and you won't have another brand to choose from.

 

[Chippie]

It is not a case of like or dislike any more the price of everything has skyrocketed so much home brands are all most people can afford now, even then we are doing without nonessentials and even things like cheese, a lot of meats and fresh fruit and veg as they just too overpriced to afford especially named brand products.

 

[Penny4]

It depends what product it is with home brand. For instance, most Coles/Woolworths home brand rice is imported from overseas, whereas Sunrice brand is Australian rice, except Basmati.
Cheese has always been pricey, even Aldi's cheese isn't much cheaper.
I'm rather critical of foods imported from China, instead of supporting Australian farmers.
Companies are always wanting to save $.

 

[Suzanne rose]

How funny I went to buy kraft peanut butter the other day and was shocked at how expensive it was . I then saw the coles brand same Size for $1.50 and thought ok for that price if it's no good I will throw it out ....SURPRISE it taste the same as kraft peanut butter.

 

[Iggydi]

I used to work at Franklins many years ago and their brand soft drinks were made by Schweppes, their ice cream was made by Norco. Their biscuits were made by Paradise biscuit company to name an few etc. So the home brand items were all good quality. I won’t buy products that aren’t from Australia if I have a choice. I try not to buy products from New Zealand as they import fruits and vegetables from Indonesia etc and because they don’t have the same guidelines as Australia you don’t know where they are from. So if I can avoid buying items from New Zealand I do

 

[ElizaKaye]

If you compare the ingredients between the shop brna dna some other brands you will probably find the Whop brand has a lot more "sus" ingredients that are not necessary

 

[Catherines]

If I'm buying home brand goods from the supermarket (Coles and Woolworths) I look for country of origin if it's China it stays on the shelf

Me too, as far as possible that country’s brand stays on the shelf. With seafood it can be quite difficult finding something not imported from overseas but I try to avoid them also, especially having seen a documentary on the state of some rivers (but not all) in overseas Asian countries.

 

[DrivingGirl]

It is not a case of like or dislike any more the price of everything has skyrocketed so much home brands are all most people can afford now, even then we are doing without nonessentials and even things like cheese, a lot of meats and fresh fruit and veg as they just too overpriced to afford especially named brand products.

Then this is the time to leave the big supermarkets and hunt down a few local retailers in your area - I found a market type fruit and veg shop that caters for a very low socioeconomic suburb near us, and their fruit and veg specials are absolutely amazing. You might have to buy a bigger than normal bag of beans or cucumbers etc. but share them around with neighbours and friends and form a buying group. There’s lots of ways to save if you’re prepared to be creative.

 

[Jarred Santos]

How funny I went to buy kraft peanut butter the other day and was shocked at how expensive it was . I then saw the coles brand same Size for $1.50 and thought ok for that price if it's no good I will throw it out ....SURPRISE it taste the same as kraft peanut butter.
View attachment 19896

Wow, thanks for sharing @Suzanne rose! (And everyone else, of course )

 

[Penny4]

How funny I went to buy kraft peanut butter the other day and was shocked at how expensive it was . I then saw the coles brand same Size for $1.50 and thought ok for that price if it's no good I will throw it out ....SURPRISE it taste the same as kraft peanut butter.
View attachment 19896

I've looked at that before. Is it from India?

 

[MariaG]

I used to work at Franklins many years ago and their brand soft drinks were made by Schweppes, their ice cream was made by Norco. Their biscuits were made by Paradise biscuit company to name an few etc. So the home brand items were all good quality. I won’t buy products that aren’t from Australia if I have a choice. I try not to buy products from New Zealand as they import fruits and vegetables from Indonesia etc and because they don’t have the same guidelines as Australia you don’t know where they are from. So if I can avoid buying items from New Zealand I do

Some 30 years ago, when home brands were in their infancy, I remember thinking, I'll give this home brand cheesecake a go. It was delicious. when I took off the cardboard base, it had Sara Lee printed on it. You may well be consuming blue ribbon products at gold star prices. I buy a lot of home brand products and have only struck one that was, yuk. Of all things, it was pineapple pieces.
Give them a go. It certainly helps the weekly budget.

 

[Suzanne rose]

I've looked at that before. Is it from India?

Omg yes it is !!! I didn't even think to look at where it was made

 

[Penny4]

Omg yes it is !!! I didn't even think to look at where it was made View attachment 19901

Bugger! Mind you, Kraft peanut butter is made in Australia, but with less than 10% Australian ingredients. Just read it as my hubby likes the crunchy one. Even Aldi's peanut butter is from Argentina.
I often like Mayver's almond butter, and it contains 100% Australian almonds.
Honestly, we as customers have to read every damn ingredient and where it comes from these days!

 

[Suzanne rose]

Bugger! Mind you, Kraft peanut butter is made in Australia, but with less than 10% Australian ingredients. Just read it as my hubby likes the crunchy one. Even Aldi's peanut butter is from Argentina.
I often like Mayver's almond butter, and it contains 100% Australian almonds.
Honestly, we as customers have to read every damn ingredient and where it comes from these days!

And this I will be doing from now on !

 

[Georgie27]

Well said Iggydi. I used to shop Franklins great home brands. I have also avoided New Zealand brands after watching a report on what their brands contain from overseas. Aussie brands rule.

 

[Catherines]

Quite often I read the country of origin and percentage of Australian ingredients, not always though. It also depends on what I want, country of manufacture and Australian content.

 

[Suzanne rose]

My daughter the health fanatic saw the jar of coles peanut butter and asked STERNLY why did I buy it it has high contents of Palm oil , sugar and awhole lot of additives.

Now I'm thinking you either need to pay the extra in my case penut butter that is only peanuts and no other additives or don't buy at all

 

[Gsr]

I use homebrand products, but I always try to buy Australian made with mostly Australian produce. Takes me a long time shopping reading all the labels and ingredients. I also from time to time check products I always buy just in case they have changed.