In recent years, the shelves of Britain’s leading supermarkets—Tesco, Sainsbury’s and Asda—have seen a quiet but significant transformation. Once dominated by big-name brands, they are now increasingly filled with own-label products. These private label offerings are no longer the cheaper, inferior options of the past. Today, they rival—if not surpass—branded products in quality, while offering better value for money.
This shift is not accidental. It is a deliberate strategy by major retailers to take control of the supply chain, pricing, and customer loyalty. In the face of rising costs and changing consumer habits, own-label ranges have become the smart alternative.
Tesco Finest to Asda Extra Special – A Quality Revolution
Tesco’s “Finest” range, Sainsbury’s “Taste the Difference”, and Asda’s “Extra Special” lines are examples of how supermarkets are challenging the dominance of multinational FMCG brands. These premium private labels are sourced from established producers—many of whom also supply branded goods—but without the heavy marketing and packaging budgets.
Consumers are increasingly aware that the same factories which produce well-known sauces, snacks, dairy, and frozen meals often manufacture private label versions. The difference? No TV ads, no celebrity endorsements—just straightforward pricing and the trust carried by the supermarket’s name.
Price, Trust and Identity
Retailers like Tesco, Sainsbury’s and Asda are now much more than distributors. They are brand owners. By focusing on own-label products, they keep prices competitive, maintain control over product quality, and build a deeper identity with their customers.
For shoppers, it’s a win-win situation. They get high-quality food and groceries at lower prices, and in many cases, they remain loyal to the supermarket rather than a brand. If the product carries the store’s logo, they trust it has passed strict quality controls.
The Producers Behind the Labels
The industry’s open secret is that private label goods are often produced by the same manufacturers as branded items. This model works well for producers too. Rather than spending on advertising or international logistics, they secure large, long-term contracts with supermarkets who provide steady volumes and reliable income.
PLMA: The Global Hub for Private Label
The PLMA (Private Label Manufacturers Association) Trade Show in Amsterdam continues to be the most important event in the private label calendar. It brings together manufacturers, suppliers, and retailers from around the world to explore innovation, pricing strategies, and future trends.
British retailers are regular participants at PLMA, using the event to discover new partners and benchmark their own-label strategy against global trends. With consumer habits shifting towards value-for-money options, this year’s PLMA is expected to reinforce the dominance of private label across European retail.
Own Label: The Future of Retail
What was once seen as the budget option has become the smart choice. In Tesco, Sainsbury’s and Asda, own-label products are no longer hidden at the bottom shelf—they’re front and centre. From premium meals to eco-friendly cleaning products, supermarkets are not just keeping up—they are setting the standard.
As the lines between branded and private label continue to blur, one thing is certain: the power in retail has shifted. It now rests with the retailer—not the brand.