British households could save an average of £539 a year by switching five branded supermarket staples for own-label alternatives.
Cheese, bread, toilet paper, baked beans and cereal offered the biggest opportunities for cutting grocery bills.
The analysis compared cost-per-gram pricing across Aldi, Asda, Tesco, Sainsbury’s and Morrisons.
The potential savings were identified by Zoe Morris, savings expert from VoucherCodes.co.uk.
UK households spent an average of £5,283 on groceries during 2025, and the research suggests that even small changes to regular shopping habits could lead to significant annual savings.
Data shows that 52 per cent of grocery purchases are now own-brand products.
However, many shoppers continue to choose branded items despite higher prices.
Cheese
Households could save £237.36 a year by switching from branded cheddar to an own-label version.
A 350g block of Cathedral City Mature Cheddar costs £3.75, which works out at £10.71 per kilo.
By comparison, Morrisons’ own-brand Mature White Cheddar costs £5.42 per kilo.
Based on average consumption of 11.5kg of cheddar per person each year, the price difference results in substantial savings.
British households could save an average of £539 a year by switching five branded supermarket staples
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Bread
A four-person household could save £156 annually by switching to own-brand loaves.
A Warburtons Thick White loaf is priced at £1.40.
Equivalent own-brand white loaves at major supermarkets are priced at 75p.
With consumers buying around 60 loaves a year, this equates to a saving of £39 per person.
Toilet paper
A family of four could save close to £61 a year by switching brands.
A four-pack of Andrex Regular Ultimate Quilts at Morrisons costs £3.25.
This works out at 81p per roll.
Aldi’s Saxon Luxury toilet rolls cost £1.35 for a four-pack.
This reduces the price to 33p per roll.
Based on average usage of 127 rolls per person per year, this results in savings of £15.24 per individual.
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Among the brands were savings can be made
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Baked beans
Households could save £54.24 a year by choosing own-label tins.
A tin of Heinz baked beans at Morrisons costs £1.40.
A similar-sized tin of Aldi’s Everyday Essentials baked beans costs 27p.
This represents a 135 per cent price difference between the two products.
Cereal
Households could save £31.24 annually by switching to own-brand alternatives.
A 295g box of Kellogg’s Coco Pops at Morrisons costs £2.35.
This equates to around 80p per 100g.
Aldi’s Choco Rice cereal costs 79p for a 375g box.
This brings the price down to 21p per 100g.
These savings can be made at all major supermarkets
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Ms Morris said the findings reflected changing shopping habits among consumers.
"In 2026, shoppers are becoming far more savvy about where their money goes, and own-brand products are a big part of that shift."
She said the cost-per-gram comparison highlighted the scale of potential savings.
"When you break it down by cost per gram, the savings are hard to ignore even if it does mean leaving brand loyalty in the aisles."
She said switching products did not require major lifestyle changes.
"No extreme budgeting, no cutting back on essentials, just choosing own-brand alternatives where the value stacks up."