Supermarket own-brand lines surge as shoppers trade name brands for value

In the UK, supermarket own-brand items have crossed the halfway mark of total grocery sales, reaching 52 % for the first time. This growth is linked to soaring food inflation, with prices expected to be 50 % above mid-2021 levels by the end of 2026, according to the Energy and Climate Intelligence Unit. Chains such as Tesco, Sainsbury’s, Waitrose, Aldi, and M&S have rolled out extensive premium ranges—Tesco Finest, Sainsbury’s Taste the Difference, Waitrose No 1, and Aldi Specially Selected—some of which command higher prices than comparable name brands.

Waitrose recently pledged a £20 million price-cut programme, reducing over 370 products by an average of 11 %, while Sainsbury’s sees its premium line growing twice as fast as overall grocery sales. The piece lists favored items from each retailer, from eggs and cheese to ready meals and wines, illustrating how shoppers are increasingly trusting supermarket brands for quality and value.