Sainsbury have their ‘basics’ range which are similar prices to both ASDA and Tesco’s essentials range, the supermarket also have their ‘Taste the difference’ range which is their own food label with a higher standard of ingredients with a reduced price in comparison to branded products.
They also have their own range of toiletries and everyday household necessities like washing up liquid, shaving gel and shampoo.
Again these come in their own brand and often copies of branded products even down to the design of the container they come in;
Spot the difference
For example, Sainsburys ‘Herbal Extract dry/damaged shampoo’ priced at £1.26 made in the UK is almost the spitting image of ‘Herbal Essences dry/damaged hair shampoo’ priced at £3.22 manufactured in France.
It is this the consumer has to choose between these on a daily basis.
Own brand ranges
Similarly, Tesco has its ‘Value’ range, an intermediate ‘Standard’ range and their ‘Finest’ range giving their customers the choice of the quality and price they wish to spend, again the reported differences in their categories are the ingredients and how the product is presented, for example a misshapen, marked apple would only be found in their value range giving the customer the opportunity to chose the price range and standard they desire.
Morrisons also has its own brand with ranges that vary on cost and supposedly standard, again it is reported that the only differences between these ranges apart from the appearance of the packaging is the variation of ingredients used and the standard that is expected of them.
Marks and Spencers do not stock or sell any branded products, everything you find in the food section of the store will be their own premium brand. There are however variations you can buy with their premium range being superior to other products available.
ASDA. like Sainsbury, Morrisons and Tesco have a ‘Smart Price’ range and a premium own brand from which the customer can choose depending on their budget. In addition to this ASDA tends to be slightly cheaper on branded products in comparison to the other three supermarkets that make up the ‘Big 4’ (Morrisons, ASDA, Tesco and Sainsbury).
There are also the alternatives of the likes of Lidl and Aldi who have reportedly seen a rise in their turnover as a result of the economic downturn, many people report that the products purchased there are the same prices as the basic ranges available at the Big Four with the superior quality often associated with branded products.