Australia’s supermarket shelves are a battleground of brands — and in 2025, generic brands are leading a quiet revolution. With grocery bills rising and household budgets under pressure, more Aussies are asking: are generic products the smart way to save?
The Rise of Generic Brands in 2025
Inflation continues to bite, and supermarket price wars remain fierce. According to recent data from Roy Morgan, over 70% of Australians have purchased at least one supermarket-branded (generic) product in the last month. Woolworths’ and Coles’ private labels now occupy over a third of shelf space, covering everything from pantry staples to eco-friendly cleaning supplies.
- Price advantage: Generics can be up to 40% cheaper than big-name counterparts. For example, a 1kg bag of supermarket-brand rice may cost $2.20, compared to $3.80 for a leading brand.
- Improved quality: In 2025, many generics are manufactured by the same suppliers as national brands, with only minor recipe tweaks or packaging differences.
- Policy spotlight: The ACCC continues to monitor supermarket competition, pushing for clear labelling and transparency around private label sourcing.
Do Generics Compromise on Quality?
Quality concerns once kept shoppers loyal to big brands. But recent consumer tests paint a different picture. Choice, Australia’s leading consumer advocacy group, found that in blind taste tests, supermarket-branded products often matched — or even beat — premium brands for taste and performance. For instance:
- Woolworths’ generic peanut butter scored higher than the top-selling branded option in 2025’s annual review.
- Coles’ own-brand laundry powder matched leading brands for cleaning power, at half the price.
However, not all categories are created equal. While basics like flour, sugar, and canned tomatoes often offer excellent value, some shoppers report differences in quality for products like chocolate, coffee, or health foods. Reading labels and trying small sizes first can help you find the right balance between savings and satisfaction.
Smart Shopping: How to Maximise Generic Brand Savings
If you’re ready to give generics a go, here’s how to make the most of your switch in 2025:
- Compare ingredients and nutritional panels. Many generic products have near-identical recipes to branded goods. Check for additives or ingredient changes that matter to you.
- Start with staples. Try supermarket-brand versions of basics: rice, pasta, flour, milk, and cleaning products. These tend to offer the biggest savings with minimal quality loss.
- Watch for special offers. Generics often go on additional promotion, especially during supermarket loyalty events. Combine these with your rewards program for extra value.
- Stay informed about policy changes. The federal government’s 2025 Cost of Living Relief Package has included new guidelines requiring clearer country-of-origin labelling on all private label foods, making it easier to know what you’re buying.
- Listen to your taste buds. Not every generic will hit the mark. If you find a product lacking, keep a shortlist of the brand-name items that are worth the splurge for your household.
Conclusion: Is It Time to Make the Switch?
Generic brands aren’t what they used to be — and that’s good news for savvy Australians in 2025. For many products, switching to supermarket brands can cut grocery bills by hundreds each year, with little or no compromise on quality. Stay alert to new policies, read the fine print, and experiment to find the right mix for your family. Your wallet will thank you.
