Supermarket own-brand vs Branded products
Side-by-side comparison, when-to-use-each guide, and instant conversion. Reviewed for 2026.
Basics and commodities (pasta, flour, tinned goods, cooking ingredients), budget management, most cleaning products, paracetamol.
Products with genuinely different formulas (Heinz, Cadbury, Coca-Cola), personal care where you've found what works, specialist items.
| Aspect | Supermarket own-brand | Branded products |
|---|---|---|
| Typical saving | 20-50% less than branded | — |
| Manufacturer | Often identical manufacturer | Brand's own factory |
| Which? verdict | Better or equal in most basics | Better for complex/unique products |
| Quality | Good to excellent in basics | Varies widely by brand and category |
Frequently asked
Is own-brand paracetamol identical to Panadol?
Yes — identical active ingredient (paracetamol 500mg), identical dosage. Panadol at ~£2.50 for 16 tablets vs Tesco own-brand at ~£0.35. The inactive ingredients (binding agents, coatings) may differ slightly but have no therapeutic effect. Own-brand paracetamol is one of the most clear-cut savings available.
Which categories is branded clearly better?
Heinz baked beans and ketchup (genuinely different formula — taste tests are convincing). Cadbury Dairy Milk (recipe and cocoa source are protected). Coca-Cola (the formula difference is real). Marmite (no viable substitute). Strong espresso capsules (quality really varies). Everything else: try the own-brand first.