““They’re all the same for me, really.”

Own-Brand vs. Branded Foods: What Do Shoppers Really Think?

In today’s grocery aisles, consumers face an ever-expanding choice between own-brand vs branded foods. But what do shoppers really think about these options? To find out, we asked the public on our latest pool shoot for their consumer preferences when it comes to food and beverage goods.

The Brand Loyalty Factor

For some consumers, brand loyalty plays a significant role in their purchasing decisions. Heinz ketchup was quoted the most, as consumers would never switch to an own-brands ketchup. Other products that were listed at the top of consumer preferences for sticking with branded food included pot noodles and oat milk.

This comes with the perception that branded food may be more healthy, contain less sugar, and is in general a less of a risk when it comes to sacrificing taste. Branded food provides “better ingredients, better quality,” according to one consumer.

When it comes to own-branded foods, the public deems M&S and Aldi as the best for quality.

The Appeal of Own-Brand Foods

On the other hand, own-brand foods as the more economical choice, which gives them the competitive advantage.

With the cost of living crisis, cost-conscious consumers will choose their own-brand options, especially for staple items like pasta, cereal, or canned goods. The perception that these foods offer better value for money. This especially comes into play when a portion of consumers interviewed didn’t see much difference between own-brand and branded foods.

They’re all the same for me, really.” said one consumer.

“If I were to do that TikTok when you have to guess which one is the label brand and which one is store owned, I’d be rubbish because I can’t tell the difference.” said another.

This perspective suggests that the divide between own-brand and branded foods may not be as significant as it once was, especially as supermarkets such as Aldi do a good job at mimicking branded food. “I just think there’s no difference between an Asda pasta or a more expensive one.”

The Value of Video Market Research

In conclusion, our video market research highlights the diverse opinions consumers hold about own-brand versus branded foods. While some remain loyal to trusted brands, others see own-brand products as a cost-effective choice without sacrificing quality. Gathering insight such as this, businesses in food and beverage can understand what influences consumers buying choices, and adjust to retain the competitive edge.