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Apr 23, 2024

If you were kind enough to let us look inside your kitchen store cupboard, what would we see? Are those Heinz baked beans or Aldi’s own brand? It seems you’ve switched from Walkers crisps to a cheaper imitator and that looks like a bottle of supermarket olive oil tucked away at the back. I’m sure you’re not shy about it. Snobbery about supermarket own brands went out the door when Lidl sneaked in.

The cost of living crisis has turbocharged a long-term trend and now own-brand lines account for more than half the value of products bought in supermarkets, squeezing the share enjoyed by brands as never before. By volume, the split is more than 60:40 in favour of supermarkets’ own labels.

The key battle