With the cost of living still biting, inflation only just cooling, and wage growth lagging, most UK households have had to cut back somewhere. For many, that meant swapping the branded favourites for supermarket own-label products.
But when the pressure eases, will people really switch back?
That’s the question keeping marketing directors at Britain’s biggest food brands awake at night.
After years of rising prices and shrinking products, can loyalty ever be fully restored?
A shopper’s moment of truth
Imagine a family at the supermarket in 2022. Prices had soared, bills were piling up, and something had to give.
Out went McCain, Heinz and Cathedral City. In came the supermarket’s own-brand alternatives, half the price and, surprisingly, almost as tasty.
Two years later, prices have steadied a little. The question is: do they really miss the branded stuff enough to pay double?
Big brands vs own-label food in the UK
According to Attest’s UK food and beverage trends report, 7 in 10 consumers have acquired a taste for supermarket own-label products and have no intention of reverting to premium brands.
And honestly, that tracks. I’ve done the same.
Why pay £4.50 for branded oven chips when the supermarket’s version costs £2.85 and tastes nearly identical?
The situation has only been worsened by shrinkflation, where product sizes drop but prices don’t.
From Toblerone’s missing triangles to Cadbury’s recipe tweaks, shoppers are noticing. Many brands have quietly reduced quantities or swapped ingredients while pretending nothing changed.
As the Competition and Markets Authority (CMA) found in its investigation into grocery pricing, not all price hikes have been justified. In several cases, there’s been a clear element of profiteering.
That does little to inspire brand loyalty.
Why we switched in the first place
There’s a perfect storm behind the rise of own-label shopping in the UK:
- Cost pressures: Rising inflation and flat wages forced shoppers to rethink what’s “worth” paying extra for.
- Improved quality: Supermarkets like Aldi and Lidl proved that own-brand doesn’t have to mean low-quality. Their success forced rivals like Tesco and Sainsbury’s to raise their game.
- Brand fatigue: Decades of price games and hidden shrinkflation left consumers sceptical.
- Psychological shift: Once people discover a cheaper version that tastes just as good, habit takes over.
Ten years ago, supermarket own-brand packaging screamed “budget”. Now, it’s sleek, confident and often better designed than the premium stuff.
Are shoppers going back? What the data says
So, have people really gone back to branded food now that inflation has eased slightly?
Not many.
The Attest data suggests only 12.9% of UK shoppers plan to stop buying own-label food when times improve.
Nearly 70% say they’ll definitely or probably stick with it, even if money becomes less tight.
A Simon-Kucher study (2024) found a similar pattern: only 26% of UK consumers said they’d return to branded products if prices fell, meaning three-quarters of shoppers intend to stay with own-label.
YouGov polling supports that trend too, showing that almost half of UK adults are now open to switching brands or supermarkets altogether.
Own-label share of UK grocery sales has grown to around one-third of all FMCG purchases, worth over £45 billion annually.
Why some people will go back and others won’t
There’s nuance here. Brand loyalty isn’t dead, but it’s selective.
Reasons people may go back:
- Emotional connection: Some products carry nostalgia, think Heinz ketchup or Walkers crisps.
- Trust and safety: Categories like baby food or pet food still rely heavily on reputation.
- Quality difference: For certain products, the branded version is better.
- Smart promotions: Temporary price cuts and loyalty offers can tempt shoppers back.
Reasons most people won’t:
- Habit has changed: Once you’ve proven you can live without brands, you rarely look back.
- Value mindset: The focus has shifted from status to satisfaction.
- Own-label innovation: Premium supermarket lines like Tesco Finest or Sainsbury’s Taste the Difference blur the quality gap.
- Distrust: Too many quiet recipe changes, smaller packs, and price jumps.
As one shopper told me recently: “I used to buy Brand X yoghurts every week. Then I tried the supermarket’s Greek-style version at half the price. Six months later, I can’t remember the last time I bought the brand.”
What big brands must do to win back shoppers
If major brands want a comeback, they’ll need to earn it.
That means:
- Transparency: Be upfront about pricing and product sizes.
- Real differentiation: Offer taste, provenance and innovation that justify the premium.
- Rebuilding trust: Cut back on marketing spin and focus on consistency.
- Tiered options: Consider affordable sub-brands for price-conscious shoppers.
- Loyalty done right: Create genuine value through memberships or exclusive rewards.
Without these changes, supermarket own-label will keep chipping away at market share.
What supermarkets need to watch
Supermarkets, meanwhile, can’t afford to get complacent:
- Keep quality consistent and don’t cut corners once you’ve gained trust.
- Keep innovating, premium own-label lines need regular refreshes.
- Watch margins, rising supplier costs can erode perceived value.
- Build credibility, own-label is no longer the “cheap copy”; it’s a brand in its own right.
If supermarkets rest on their laurels, the big brands could easily reclaim lost ground.
How shoppers can decide what’s right for them
If you’ve switched to own-label, here’s how to know whether to stick or switch back:
- Do a taste test: Blindly compare your favourite brand and the supermarket equivalent.
- Check unit prices: Often the difference is bigger than it looks.
- Watch for shrinkflation: If the brand’s price per 100g keeps rising, question the value.
- Treat brands as occasional treats: Buy branded only when it genuinely enhances quality or enjoyment.
- Stay flexible: Loyalty should go to value, not the logo.
The new normal of UK food shopping
The move to own-label isn’t just a temporary money-saving phase, it’s a mindset shift.
Years of unpredictable pricing and hidden shrinkflation have eroded the “brand premium”. Once shoppers discovered they could save 30–50% without losing quality, many never looked back.
Big brands may still own nostalgia, but own-label now owns trust.
And in today’s supermarket aisles, that’s worth far more.
FAQs
1. Once I switch to own-label food, will I ever go back to branded goods?
Probably not. Surveys show most UK shoppers who switched during the cost of living crisis plan to stick with own-label long term. It’s less about hardship now, and more about discovering equal quality at lower cost.
2. Are there categories where brands still dominate?
Yes. Brand loyalty remains strong in baby food, pet food, premium snacks, and confectionery—where quality, trust, or emotional connection matter more. In everyday staples like pasta, bread, and frozen food, own-label now leads.
3. If branded products become cheaper, will people return?
Only a minority will. Even if prices fall, shoppers are more conscious of value than ever. For most, a brand needs to earn its higher price through better quality or ethics, not just name recognition.
4. How do I choose between brand and own-label products?
Compare ingredients, packaging weight, and taste. Try a blind test, check for shrinkflation, and remember that loyalty should serve your budget, not the other way around. Switching between both is fine if it fits your needs.
5. What does this shift mean for UK supermarkets and brands?
For supermarkets, it’s a validation of their investment in quality own-label lines. For brands, it’s a wake-up call: loyalty isn’t automatic. They’ll need to compete on value, honesty, and innovation if they want shoppers back.
