More than half of Australians are missing out on savings by staying loyal to big brands at the supermarket, according to research by Compare the Market.
A nationally representative survey* conducted by Compare the Market found 45% of Aussies have switched to cheaper brands to manage financial stress, yet the majority are still sitting on potential savings at the checkout.
Australians were most open to switching to a generic brand for medications, cleaning products, and pantry staples.
Compare the Market looked at the top 10 products Aussies were most willing to switch and found shoppers could shave up to $41 off their trolley total by switching to cheaper alternatives – that’s a 60% saving on the shop.
Named vs generic brand grocery price comparison
| Product | Well known brand RRP | Generic brand RRP | Price difference |
| Paracetamol 500mg 16 pack | $4.00 | $0.75 | -$3.25 (81%) |
| Disinfectant Cleaning Spray 750ml | $7.00 | $1.95 | -$5.05 (72%) |
| Jasmine Rice 1kg | $4.50 | $3.50 | -$1.00 (22%) |
| White Sandwich Bread Loaf 650g | $3.90 | $2.60 | -$1.30 (33%) |
| Full Cream Milk 2L | $6.90 | $3.20 | -$3.70 (54%) |
| Body Wash 1L | $19.00 | $4.80 | -$14.20 (75%) |
| Extra Large Free Range Eggs 12 Pack 700g | $8.80 | $6.50 | -$2.30 (26%) |
| Self Raising Flour 1kg | $3.40 | $1.30 | -$2.10 (62%) |
| Black Tea Bags 100 Pack | $7.00 | $1.75 | -$5.25 (75%) |
| Cola Soft Drink 1.25L | $4.00 | $1.15 | -$2.85 (71%) |
| TOTALS | $68.50 | $27.50 | -$41.00 (60%) |
Source: Compare the Market
Supermarket products were compared on 5 February 2026 based on the recommended retail price (RRP) of equivalent well-known and generic home brand items at a major store.
Compare the Market’s Economic Director David Koch said small savings of a few dollars on each product could add up to hundreds over the year.
“It’s worth giving the home brands a try. Often, they provide similar quality without the fancy logo and higher price tag,” Mr Koch said.
“Research from the comparison experts, Compare the Market highlights just how much Aussies could reduce their spend by giving up brand loyalty. We found a saving of up to 60% on a list of 10 popular products.
“By using this hack on your shop each week, it could amount to an annual saving of $2,132. That’s enough for a return airfare to London!
“Remember, the big brands pay a premium to be at ‘eye level’ in the aisles – the cheaper alternatives are often placed lower or higher on the shelf.
“And if you prefer the taste of the well-known brands, making the switch on the items you’re not too fussy about could still help you claw back some cash.”
When referencing this research, please attribute: https://www.comparethemarket.com.au/
VIDEO: https://www.tiktok.com/@comparethemarketau/video/7545990652513848584
Products Australians are willing to switch from named to generic brands
| Product type | National | QLD | NSW | VIC | SA | WA |
| Medication | 49% | 53% | 49% | 47% | 54% | 43% |
| Cleaning products | 45% | 56% | 40% | 37% | 58% | 50% |
| Pantry staples | 43% | 54% | 37% | 39% | 52% | 47% |
| Bread | 40% | 48% | 38% | 32% | 47% | 48% |
| Milk/dairy products | 39% | 45% | 38% | 34% | 46% | 40% |
| Toiletries (toothpaste, soap, bodywash) | 38% | 49% | 37% | 31% | 47% | 39% |
| Eggs | 36% | 44% | 36% | 30% | 37% | 39% |
| Flour | 34% | 42% | 33% | 31% | 37% | 29% |
| Coffee/tea | 34% | 34% | 35% | 29% | 41% | 40% |
| Soft drinks | 33% | 33% | 33% | 29% | 46% | 42% |
Source: Compare the Market
*Compare the Market commissioned PureProfile to survey a nationally representative sample of 1,017 Australians in January 2026.
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For more information, please contact:
Henry Man | [email protected] | +61 474 368 908
About comparethemarket.com.au
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.
