With the cost of living showing no signs of slowing down, it’s no wonder that more than a quarter of Australians are bracing themselves for grocery bills to be their biggest financial headache in 2025.
If you’ve found yourself wincing at the checkout, you’re certainly not alone. But there’s good news: savvy shoppers across the country are finding clever ways to keep their pantries full without emptying their wallets.
One of the simplest—and most effective—strategies? Embracing supermarket ‘own’ brands, also known as ‘home’ brands.
Once the underdogs of the grocery world, these products have undergone a serious glow-up. Gone are the days of bland packaging and questionable quality.
Today, brands like Woolworths Essentials and Coles Simply are not only holding their own against big-name competitors, but in many cases, they’re winning the popularity contest.
The rise and rise of own brands
Let’s take a look at the numbers. Woolworths’ latest report shows that their own and exclusive brand sales are booming, with a 5.7 per cent growth overall.
Long-life pantry staples are leading the charge, growing by a whopping 8 per cent. Over at Coles, their own brands are also on a roll: Coles Finest has seen a 20 per cent sales jump, and Coles Simply now enjoys 66 per cent brand awareness.
Clearly, Aussies are voting with their wallets.
But what’s behind this surge? It’s not just about price (though that certainly helps). Supermarkets have invested heavily in improving the quality, variety, and even the look of their own brands.
Woolworths, for example, has revamped its packaging to better reflect the quality inside and make it easier for shoppers to spot what they need.
They’re also expanding their range to include everything from iced tea to air fryer-friendly snacks, and even reformulating pantry staples like lentils and beans to be lower in salt and sugar.
Coles is following suit, focusing on value through weekly specials, half-price deals, and their ‘Down Down’ campaign, which keeps prices low on popular items. The result? Own brands are no longer the last resort—they’re often the first choice.
How much can you really save?
Let’s crunch the numbers on some everyday essentials. Here’s how own brands stack up against their branded counterparts:
Sandwich bread: Woolworths’ 650g loaf is $2.40, Coles’ 700g loaf is $2.70, while Tip Top will set you back $4.50. That’s a saving of up to $2.10 per loaf.
Tasty cheese: A 500g block of Bega is $11.00, but own brands are $7.90–$8.30. That’s up to $3.10 saved.
Milk: Both Woolies and Coles offer 2L for $3.00, compared to $6.90 for Dairy Farmers. That’s $3.90 in your pocket.
Pasta: 500g of Woolworths Essentials or Coles Simply penne is just $0.90, while Zafarelli is $2.00. Save $1.10 per pack.
Rice: 1kg of own brand white rice is $1.80, versus $2.10 for Sunrice. Not a huge difference, but every 30 cents counts.
Olive oil: This one’s a biggie. Own brand 1L bottles are $14.00, while Moro is a staggering $27.00. That’s $13.00 saved.
Instant coffee: Both Moccona and Nescafe are $14.50 for 100g, but own brands can be as low as $4.00. That’s a $10.50 difference.
Add it all up, and by switching to own brands for just these six staples, you could save between $33.30 and $34.00 every week.
Over a year, that’s more than $1700—enough for a weekend getaway, a new appliance, or a very nice dinner out (or several).
Quality without compromise
If you’re still haunted by memories of tasteless home brand products from decades past, it’s time to give them another go.
Today’s own brands are often made in the same factories as the big names, and many have won awards for taste and quality. Supermarkets are also listening to customer feedback, tweaking recipes and introducing healthier options.
Woolworths, for example, is actively reducing sugar and salt in their canned beans and pulses, making it easier for health-conscious shoppers to bulk out meals without the guilt.
Coles is constantly expanding its range, offering everything from gourmet cheeses to gluten-free pastas under its own label.
The psychology of the bottom shelf
It’s worth noting how much the perception of own brands has changed. Once relegated to the bottom shelf and seen as a ‘cheap and nasty’ option, they’re now front and centre, with attractive packaging and prominent placement.
Supermarkets know that shoppers are looking for value, but they also want quality and convenience, and own brands are delivering on all fronts.
Tips for maximising your savings
Mix and match: You don’t have to go all-in on own brands. Try swapping out a few staples each week and see what you like.
Check the specials: Sometimes branded items are on sale for less than the own brand, so keep an eye out for bargains.
Read the labels: Compare ingredients and nutrition panels—you might be surprised at how similar (or even better) the own brand is.
Don’t be afraid to experiment: From frozen veggies to cleaning products, own brands cover almost every aisle these days.
Your turn: What’s in your trolley?
We’d love to hear from you! Have you made the switch to own brands? Are there any products you swear by—or avoid at all costs? Share your tips, tricks, and favourite finds in the comments below. Let’s help each other save a little (or a lot) at the checkout.
And remember, every dollar saved is a dollar you can spend on the things that matter most—whether that’s a treat for yourself, a gift for the grandkids, or simply peace of mind in these unpredictable times. Happy shopping!
Also read: Slash $70 off your grocery bill with this Woolworths shopper’s simple hack!
This is economics for dummies.
Once brands have gone out of business or closed down their Australian manufacturing plants, the duopoly can raise their prices.
Its like the last Australian glass manufacturer in Victoria closing, due to among others energy prices, and then cheap imported Chinese glass increasing their prices, soon after.