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1Repair Windows errors before they cause bigger problems2Scan for outdated or missing drivers - takes under a minute3Clear out junk files and repair common Windows errorsOwn-brand groceries are often cheaper, but neither own-brand nor branded products are automatically the better buy. Compare the unit price on a like-for-like basis, check the price you can actually access after promotions or loyalty conditions, and then weigh the quality factors that matter for that product and your household.
How to compare two grocery products fairly
- Check the product and pack. Compare the same type of food, format, quantity and relevant specification. A different recipe, size or format may make two shelf labels an imperfect comparison.
- Compare unit prices using the same measure. Price per 100g or per litre can reveal whether a larger pack is genuinely better value. The Competition and Markets Authority (CMA) describes unit pricing as displaying product cost by standard units of weight or volume. Make sure both labels use the same unit before drawing a conclusion. CMA unit-pricing analysis
- Use the price you qualify for. Note whether a price requires a loyalty card, app, minimum spend or other condition. Do not compare a member-only offer with a price available to everyone as if both were equally accessible.
- Assess the quality that matters for that category. Consider taste, ingredients or nutrition, freshness, appearance, keeping time and how much your household likes the product. Unit price does not measure these.
- Account for what you will use. A larger pack can have a lower unit price but still be poor value if some of it is wasted, particularly with fresh food.
What unit price can—and cannot—tell you
Unit pricing is a useful first screen, not a complete verdict. CMA qualitative research found participants often used it for long-life cupboard essentials, expensive items such as olive oil, similar products or formats, promotions, unfamiliar products, changed pack sizes and bulk buying. Participants used it less for treats where quality mattered, and some were wary of bulk comparisons for fresh food because of possible waste. These are findings about research participants, not population-wide estimates. CMA consumer research and unit-pricing analysis
Check that the measurement itself makes sense: the CMA notes examples such as mayonnaise priced by weight or volume, and fruit and vegetables priced by weight or item. Different units can make a comparison misleading. Even when the units match, a lower price per 100g does not show that two foods taste alike, have equivalent ingredients, or will both be fully used.
Own-brand does not always mean entry-level
Retailers may sell several own-label tiers, offering different combinations of price and quality. The CMA says own-label products allow retailers to control quality and appearance and serve consumers with different preferences and budgets; the label alone does not tell you whether an item is the cheapest range. It also notes that prominent brands can build reputation and customer loyalty.
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In its November 2023 analysis, the CMA said own-label products tend to cost less partly because their manufacturers do not spend anything on marketing. That is one explanation, not a complete account of every price difference. In a dated Tesco baked-beans example, the report listed Stockwell value beans at 28p, standard own-label at 50p and Heinz at £1.40. The CMA also found that one branded tin in its November 2023 comparison was nearly three times as expensive per 100g as the standard own-label equivalent, and five times as expensive as the entry-level own-label version. These are historic examples, not current shelf prices. CMA food and grocery market analysis
Quality is a product-by-product decision
There is no sound basis for assuming that every own-brand product matches a branded counterpart—or that the branded one is always better. For food, the relevant test depends on what you buy: taste may dominate for ketchup, while ingredients, freshness, use-by dates, texture or keeping time may matter more elsewhere.
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Food Standards Agency Food and You 2 Wave 7 survey respondents named freshness (55%), taste (48%) and appearance (43%) among the indicators they used to judge food quality. When choosing what to buy, respondents also selected price or value for money (61%), quality (39%), freshness (29%) and use-by dates or how long food keeps (27%). These are reported survey responses, not objective measures of product quality. Food Standards Agency, Food and You 2 Wave 7
What independent taste tests can show
Which? reported a blind taste-test comparison in which Heinz Tomato Ketchup and Asda Classic Tomato Ketchup both scored 77%. Its article listed typical prices of 54p and 18p per 100g respectively, correct as of August 2025. In a spreadable-butter comparison, Lurpak Spreadable Slightly Salted scored 72% and Aldi Nordpak scored 75%; listed prices were £1.19 and 44p per 100g, also correct as of August 2025. Blind testing can help compare the particular products tested without brand identity shaping tasters’ impressions, but these results do not predict your taste or establish that all own-label products perform as well. Which? own-label taste-test examples
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How to handle loyalty prices and promotions
The CMA defines loyalty pricing as two simultaneous prices for the same product: a lower one for loyalty members and a higher one for non-members. Its 2024 review reported average savings for members ranging from 17% to 25% across the five supermarkets it examined. That figure describes the CMA’s reviewed promotions, not a guaranteed saving on any current purchase. Its survey also found that 97% of UK shoppers belonged to at least one loyalty scheme and that shoppers had an average of three memberships. CMA review of grocery price marking
For your comparison, record the standard and member prices separately, check the conditions, and compare the unit price at the price you can access. Offers change, so use today’s shelf or online price rather than a dated example to estimate what you will save.
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A practical way to decide what to put in your basket
- For cupboard staples: Start with the unit price and confirm the products and units match. If the cheaper option is acceptable to your household, it may be the better value.
- For fresh or perishable food: Factor in the amount you are likely to eat before it spoils. A bulk deal is not a saving if part of it goes to waste.
- For taste-led purchases: Try the own-brand option when the price difference matters to you, or use a credible blind test as evidence about the specific item tested.
- For products with important ingredient or nutrition differences: Read the packaging as well as the price label. A low unit price does not establish that the products are equivalent for your needs.
- For promotions: Compare the eligible price with the alternative you would actually pay, and check whether the offer changes the unit-price ranking.
The CMA’s executive summary said reforms to unit-pricing legislation had been laid before Parliament and were expected to come into force in October 2025. That statement records the expected timing at the report’s publication; it does not establish the current legal position. CMA review of grocery price marking
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
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