Branded food typically costs 20–40% more than own-brand equivalents for the same nutritional content and often comparable quality. Here is a category-by-category guide to where switching makes sense.
Category Analysis — Switch or Keep?
| Product category | Own-brand quality vs branded | Saving on switch | Recommendation |
|---|---|---|---|
| Pasta, rice, lentils, pulses | Essentially identical | 25–40% | Switch |
| Tinned tomatoes, beans, chickpeas | Essentially identical | 20–35% | Switch |
| Cooking oil (vegetable, sunflower) | Essentially identical | 20–35% | Switch |
| Flour, sugar, salt, bicarbonate of soda | Identical | 20–40% | Switch |
| Frozen peas, sweetcorn, mixed veg | Essentially identical | 20–35% | Switch |
| Baked beans | Very similar | 40–60% | Switch (or trial) |
| Breakfast cereal (cornflakes, porridge, bran flakes) | Very similar | 30–50% | Switch — significant saving |
| Milk, butter, cream | Similar | 10–20% | Trial |
| Eggs | Similar | 10–20% | Check welfare standard — free range vs caged matters more |
| Cheddar cheese (standard blocks) | Similar | 15–25% | Switch |
| Crisps and snacks | Noticeably different | 30–50% | Personal preference; worth trialling |
| Chocolate | Often different | 15–30% | Personal preference |
| Coffee (ground/instant) | Often different | 20–40% | Trial |
| Bread (standard sliced) | Similar | 15–25% | Switch |
| Premium branded items (biscuits, sauces, condiments) | Variable | 20–40% | Trial specific items |
How to Switch Without Waste
Start with 3–5 products per shop that are clearly low-risk (pasta, rice, tinned tomatoes). Use the own-brand once. If you notice no quality difference, switch permanently. If you prefer the branded, revert for that category.
Do not switch everything at once — you will miss products, waste money on things you don’t eat, and abandon the experiment.
Own-Brand Tiers
Most supermarkets have multiple own-brand tiers:
| Tier | Examples | vs branded |
|---|---|---|
| Value/Basics | Tesco Value, ASDA Smart Price | 40–60% cheaper |
| Mid-range (standard own-brand) | Tesco, Sainsbury’s, ASDA branded own-line | 20–35% cheaper |
| Premium | Tesco Finest, Sainsbury’s Taste the Difference | 5–15% cheaper (sometimes same price) |
The value tier varies more in quality — trial before committing. The standard own-brand tier is consistently good value for the categories listed above.
For the full savings picture, see How to Save Money on Your Food Shop UK.
Aldi and Lidl Own-Brand vs Major Supermarket Own-Brand
Aldi and Lidl do not stock branded products in most categories — their entire range is own-brand by design. This makes them the reference point for comparing own-brand value:
| Product | Tesco own-brand | Aldi/Lidl equivalent | Saving at Aldi/Lidl |
|---|---|---|---|
| Penne pasta 500g | ~£0.75 | ~£0.55 | ~27% |
| Tinned tomatoes 400g | ~£0.45 | ~£0.35 | ~22% |
| Whole milk 4 pints | ~£1.55 | ~£1.35 | ~13% |
| Cheddar 400g block | ~£3.00 | ~£2.50 | ~17% |
| Free-range eggs 12 | ~£2.80 | ~£2.50 | ~11% |
Prices vary by region and change frequently. The pattern holds: Aldi/Lidl own-brand is typically 10–25% cheaper than major supermarket own-brand, which is in turn 20–40% cheaper than branded equivalents.
What to Consider Beyond Price
Packaging and portion sizes — own-brand packs occasionally differ in size from branded equivalents. A “400g” own-brand vs a “410g” branded pack can affect the unit price comparison. Always check the price per kg/per litre on the shelf label.
Welfare and sourcing standards — for eggs, meat, and dairy, check that own-brand products meet the welfare standards you care about. Many supermarket own-brand products carry Red Tractor or equivalent assurance. Some branded items have stronger welfare credentials — this is a personal choice to balance against cost.
Children’s food — children are often less brand-aware than adults. Own-brand breakfast cereal, pasta shapes, yoghurts, and snacks are typically well accepted and significantly cheaper. Worth trialling across the full range of products your children eat regularly.
Building Your Own-Brand Swap List
The most effective approach is to systematically build a personal swap list over 4–8 weeks:
- Each week, swap 2–3 branded items for own-brand equivalents
- Note whether you notice any quality difference (and whether it matters to you)
- Add the swaps you’re happy with to your permanent shopping list
- Over 2 months, you’ll have a personalised list of 15–25 own-brand switches that save money without compromise
This approach prevents the common mistake of either switching everything at once (and abandoning it when one product disappoints) or never switching at all.
See also: How to Reduce Your Weekly Food Shop UK and Cheapest Supermarket UK 2026.