Why more shoppers are choosing supermarket own brands over big names 

The cost-of-living crisis continues to reshape how Islanders shop. In Jersey and across the UK, many consumers are rethinking long-held loyalties to well-known brands such as Heinz, Hellmann’s, Nescafé and Bisto, and are increasingly turning to supermarket own-brand alternatives. 

This shift is not simply about saving money – it reflects changing attitudes towards value, quality and trust. 

Although grocery inflation has eased slightly since its peak, food price rises remain a significant concern for households.  

National research published over the past year is clearly showing that consumers are actively adapting their behaviour. Nearly two-thirds of households reported being very concerned about grocery costs, and many are changing what they buy in response.  

This has led to a clear shift towards cheaper alternatives: 

• Around 62% of British consumers are now choosing own-label products because they are more affordable, according to the Grocery Gazette 
• Meanwhile, Supermarket News report that nearly half of shoppers say they are switching to cheaper brands to cope with rising costs 

These trends are reflected in both the UK and Channel Islands, where higher underlying costs can make value even more important. 

The price difference is hard to ignore 

One of the key reasons for this shift is the significant price gap between branded and own-brand products. 

Comparing prices on Prices.je we can see that: 

• The cheapest Heinz Tomato Ketchup available in the Island is currently £2.50, whereas the cheapest supermarket own-brand ketchup available is £1. 

• The cheapest Bisto Gravy Granules currently available locally costs £2.77, whereas the cheapest own brand equivalent is £1.16. 

• The cheapest Heinz Baked Beans available in a Jersey supermarket are currently £1.63 whereas the cheapest own-brand beans available cost 55 pence.  

This shows that shoppers can often save significantly on everyday items simply by switching to supermarket own brands. 

For Islanders facing higher overall grocery costs than the UK average, these differences can quickly add up over a weekly shop. 

Are own-brands just as good? 

Consumer confidence in supermarket brands has grown significantly, supported by independent testing. 

Consumer experts Which? carry out regular comparisons between branded and own-brand products and have frequently found that some own-brand items match or outperform well-known brands on taste and quality. 

Which? say that in blind taste tests, consumers often cannot tell the difference, and they often represent better overall value for money. 

This growing evidence has helped challenge the long-standing perception that branded goods are always superior. 

What does this mean for Jersey consumers? 

Brand loyalty no longer guarantees better value, or even better quality. 

While individuals will have their personal favourites, it is worth trying cheaper supermarket own-brands to see if you and your family can actually taste the difference. 

Using Prices.je can help consumers to compare prices across local supermarkets and identify cheaper own-brand alternatives. 

Even small switches from branded baked beans or condiments to supermarket equivalents can result in meaningful savings over time.