Brand overpower: giant leap against shopping choice

 In Australia, Coles, Metcash/IGA, NewZealand, Woolworths

You’re doing the groceries on a tight budget and need to buy enough food to feed your family for seven days.

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With pasta a simple and cheap option for a family dinner, choosing a bottle of sauce should be an easy decision.

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You can buy Leggos 350g for $4.17, Bertolli 500g for $3.71 or – for more than a dollar less – you could buy Woolworths’ Wow Select 540g for $2.68 or Home Brand 500g for $1.71*.

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For many families watching what they spend, the choice is a glaringly obvious one: get more for less.

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But with Woolworths planning to double the sales of their home brands, many worry there will soon be no choice for consumers, while local producers, competition and innovation will all suffer.

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Consumer group Choice said while they don’t have hard figures on how Coles and Woolworths have increased the sale of their private brands in recent years, it is definitely happening. Sydney Morning Herald – Read more…
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