Supermarket Savings: The cheap own brand pantry staples that are flying off shelves | Supermarket Sleuths

Australians are spending about $1000 more annually on groceries in 2025 than in 2024, according to Compare the Market, which has found the average weekly grocery bill is now $213.64.

More than a quarter of Australians say the cost of groceries will be their most worrisome bill in 2025.

And so, supermarket shoppers continue to search for ways to save.

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One simple way Aussies are saving at the checkout is by choosing supermarket “own” brands, sometimes referred to “home” brands, in the form of Woolworths Essentials and Coles Simply.

In fact, it’s safe to say both brands are now staples in most Australian families’ supermarket trolleys.

Woolworths’ latest report showed own brand and exclusive brand sales continued to outperform, with a 5.7 per cent growth.

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Long-life own brand sales were particularly strong in value categories, growing by 8 per cent.

In Coles’ latest report, own brands like Coles Finest and Simply showed continued success, with Coles Finest experiencing 20 per cent sales growth and Coles Simply achieving 66 per cent brand awareness.

Own brands have come a long way since their most basic days long ago, when they were presented in very basic packaging, were of noticeably less quality and were oftentimes relegated to the bottom shelf.

These days, they’re arguably on par with branded items when it comes to both presentation and quality, and they are consistently lower in price.

A Woolies spokesperson told 9honey, “Our Own Brand strategy is evolving to meet the changing needs of today’s consumers. We’re moving beyond just basic ingredients and focusing on convenient, occasion-based solutions.”

This includes new products such as ice tea and crackers as well as their new air fryer range of products.

“We’ve invested in refreshing our Own Brand packaging. The new designs reflect the quality of the products inside and make it easier for customers to identify what they’re looking for,” their spokesperson continued.

Woolworths is also updating their own brand products that have been around for a while to make them healthier.

This includes “reducing sugar and salt from the recipes to bring healthier options for customers with items we know they’re using to bulk out their meals like Lentils, Chickpeas and Red Kidney Beans with no salt”.

Coles’ brand is called Coles Simply and reported a similar strategy when it came to their own brand offerings.

“We know customers are on the lookout for great value all year round, and we remain focused on delivering that through thousands of weekly specials, including half-priced items as well as Down Down products across popular brands and exclusive Coles Own Brand products,” they told 9honey earlier this year.

We compared some of the most popular Woolworths and Coles own brands to their popular branded counterpart to show how customers are saving.

Sandwich bread

Let’s start with a family staple: good old sliced white sandwich bread. Many Australian families go through more than one packet of this each week and look for the lowest price so they can stock up.

Woolworths brand sandwich bread sells for $2.40. It is a smaller loaf (650 grams) compared to Coles’ own brand sandwich bread (700 grams), which sells for $2.70.

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The nearest branded equivalent to these, Tip Top, sells for $4.50.

That’s a significant saving for families choosing own brand sandwich bread over the branded varieties.

Saving: $1.80 – $2.10

Tasty cheese

Sliced tasty cheese is another staple families are purchasing each week, and the price difference between the supermarket own brands and the branded version is significant.

Woolworths sliced tasty cheese sells for $8.30 for a 500 gram pack. Coles’ tasty cheese is the same size and is priced at $7.90.

Bega tasty cheese in a 500 gram pack sells for $11.00.

Savings: $2.70 – $3.10

Milk

Own brand milk is one of the biggest sellers at supermarkets and it’s an easy way to save. Woolworths own brand 2 litre milk cost just $3.00 and you’ll pay the same at Coles.

The nearest equivalent, Dairy Farmers 2 litre milk sells for $6.90.

Savings: $3.90

Pasta

Let’s look at a basic 500 gram packet of penne pasta. In the Woolworths Essentials brand, you’ll pay $0.90 and Coles Simply penne sells for the same.

The most affordable branded equivalent, Zafarelli, costs $2.00, as part of both supermarkets’ long-term lower prices ranges.

Savings: $1.10

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How supermarkets have changed over the years

Rice

Woolworths Essentials white rice in a 1 kilo packet is priced at $1.80. So too is Coles’ white rice.

Sunrice white rice is $2.10 for a 1 kilo packet.

Savings: $0.30

Olive oil

Ridiculous high olive oil prices are here to stay it seems, which means families either switch to a lesser quality oil for cooking or are doing their best to find the lowest prices possible.

At Woolworths, an own-brand 1 litre bottle of olive oil costs $14.00. Coles’ own version of olive oil is selling for the exact same price.

Moro olive oil, a popular choice for many, is selling for $27.00 for a 1 litre bottle.

Savings: $13.00

Instant coffee

Lets finish up with instant coffee, which Aussies are increasingly relying on to save on the cost of expensive takeaway coffees.

A small barista-made coffee costs anything from $4.00 to $6.50 these days. Unless you make your own coffee at home and save, big time.

Woolworths’ Freeze Dried Classic Coffee is selling for $4.00 for 100 grams. Coles has a similar own brand offering for $4.00.

Savings: $10.50

Both Moccona and Nescafe sell for $14.50 for 100 grams.

By switching to own brands on these six products alone, customers can save $33.30 – $34.00 on their weekly shop.

** Prices are subject to region and availability.

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