The ongoing cost-of-living crisis is causing more Aussies to sniff out bargains at the supermarket, with new research from Compare the Market revealing that half of shoppers have switched to generic brands in the last 12 months. And the savings could be significant, with analysis showing shoppers could save an average of 41% when switching to generic brands.
The latest research found that Victoria is Australia’s most frugal state, with 53% of Victorians switching from brand-name products to save money – ahead of the national average of 49%.*
It also places Victoria’s frugality ahead of South Australia (46%), New South Wales (47%), Queensland (48%) and Western Australia (48%).
Compare the Market’s Chris Ford said the latest statistics painted a picture of the times.
“Families have been doing it tough for long enough and with high prices in almost every aisle at the supermarket, it’s hardly surprising to see so many Australians opting for generic brands over big names,” Mr Ford said. “Time and time again we see people being stung with high prices because they stay loyal to certain brands and our latest research shows the tide may be turning.”
The average Aussie now spends $213.64 on groceries every week, equal to an 11.5% increase or an extra $21.98 weekly compared to the $191.66 they were paying in January 2024. Over a year, that’s an additional $1,142.96 on groceries alone.
Compare the Market’s data found that Australians were saying no in droves to brand-name milk (65%), cleaning products (58%), bread (57%), frozen veggies (52%) and toilet paper (50%).
“These are the common grocery items we simply can’t live without, so it makes sense to see so many Australians trying to save money where they can here,” Mr Ford said. “And the savings can be significant. We crunched the numbers at major supermarkets and found a 50% reduction when opting for a cheaper brand multipurpose cleaner, a 38% saving by switching to home brand bread, and even a 27% price difference between brand-name and generic brand milk.”
Meanwhile, around one in five Australians (18%) were switching to generic brand confectionary, a quarter (23%) had moved to home brand biscuits and snacks and around a third (31%) made the switch to cheaper brands of toothpaste, soap and shampoo in the last 12 months.
Compare the Market research found that when shopping for 13 common grocery items, ranging from toilet paper, pasta sauce and tea bags to poultry, frozen veggies and confectionary, shoppers stand to save as much as 41% or $32.8 by switching from brand names to generic brands.
The trolley total for brand-name items was $79.15 compared to just 46.35 for the generic brand alternatives.
| Brand name | Brand name price | Generic brand | Generic brand price | Price difference | percentage difference |
| Devondale Full Cream Milk | 3L | $5.95 | Coles Full Cream Milk | 3L | $4.35 | $1.60 | 26.8% |
| Tip Top The One White Toast Slice Bread Loaf Bakery 700g | $4.50 | Woolworths White Soft Toast 700g | $2.80 | $1.70 | 37.7% |
| Steggles Chicken Breast Schnitzel | 400g | $8.50 | Coles Frozen Chicken Breast Schnitzel | 400g | $5.50 | $3.00 | 35.2% |
| Mccain Broccoli | 500g | $4.50 | Woolworths Broccoli Florets 500g | $4.00 | $0.50 | 11.1% |
| Quilton 3 Ply Double Length White Toilet Paper | 4 pack | $6.00 | Coles 3-Ply So Soft & Strong White Double Length Toilet Paper | 4 Pack | $4.60 | $1.40 | 23% |
| Ajax Spray N Wipe Lemon Citrus 5 in 1 Multi Purpose Cleaner Refill Pack | 750mL | $4.00 | Strike Pro Antibacterial Multipurpose Spray Cleaner Lemon & Lime 750ml | $2.00 | $2.00 | 50% |
| Dolmio Classic Basil Pasta Sauce | 500g | $2.70 | Coles Simply Classic Tomato Pasta Sauce | 510g | $1.80 | $0.90 | 33.3% |
| Thins Chips Original 175g | $5.00 | Woolworths Crinkle Cut Chips Original Crinkle Cut Original 175g | $2.30 | $2.70 | 54% |
| Radox Feel Oxygenated Shower Gel Body Wash | 1L | $12.00 | Coles Revitalising Ocean Breeze Body Wash | 1L | $4.80 | $7.20 | 60% |
| Weet-Bix Breakfast Cereal 1.2Kg | $6.00 | Woolworths Wheat Biscuits 1.12kg | $5.00 | $1.00 | 16.6% |
| Madura Earl Grey Tea Bags 50 pack | 100g | $6.00 | Coles Earl Grey Tea Bags | 50 pack | $2.20 | $3.80 | 63.3% |
| Arnotts Mint Slice Chocolate Biscuits 200g | $5.50 | Woolworths Choccy Mints Biscuit 200g | $3.00 | $2.50 | 45.4% |
| Lindt Excellence 85% Cocoa Dark Chocolate Block | 100g | $8.50 | Coles Finest Belgian Dark Block 85% | 100g | $4.00 | $4.50 | 52.9% |
| Brand name total | $79.15 | Generic brand total | $46.35 | $32.80 | 41.4% |
Prices sourced from Coles.com.au and Woolworths.com.au and accurate as of 2/5/25. Prices are reflective of full retail price and don’t factor in any specials. Prices are subject to change.
“In some instances, like earl grey tea bags, there’s a 63% difference between brand names and generic brands, which is significant,” Mr Ford said. “In fact, we found major savings in every aisle by switching to generic brands.
“We’d encourage Australians to look beyond just the grocery store and see where making switches for similar products or services can save you even more money. Whether it’s opting for a lesser-known energy retailer or a smaller player in insurance, you’d be amazed at how much you can save.”
*Survey of 1,007 Australian adults, conducted March 2025.
For more information, please contact:
Phillip Portman | 0437 384 471 | [email protected]
Compare the Market is a comparison service that takes the hard work out of shopping around. We make it Simples for Australians to quickly and easily compare and buy insurance, energy, and home loans products from a range of providers. Our easy-to-use comparison tool helps you look for a range of products that may suit your needs and benefit your back pocket.
For journalist use:
Percentage of Aussies who have switched to generic brands from brand names in the last 12 months.
| Item | Percentage |
| Milk | 65% |
| Cleaning products | 58% |
| Bread | 57% |
| Frozen vegetables | 52% |
| Toilet paper | 50% |
| Pantry staples (tomato sauce, spreads, spices, etc) | 54% |
| Meat | 40% |
| Savoury snacks | 32% |
| Toiletries (toothpaste, soap, shampoo, etc) | 31% |
| Cereal | 30% |
| Coffee/tea | 26% |
| Biscuits and snacks | 23% |
| Confectionary | 18% |
