The comparison between white label and original brand products has become a central theme in consumer choices, especially at a time when price weighs more on the family budget and consumers are more attentive to what they take home. The idea that what’s cheap is expensive is still present, but habits have changed and the data shows that the decision is no longer as simple as choosing the best-known brand.
In Portugal, supermarkets’ own brands have gained significant weight over the last few years, no longer being seen only as emergency alternatives. Today, they are part of the purchasing routine of many consumers, including those who were previously loyal to manufacturer brands.
Manufacturer brands focus mainly on notoriety, innovation and building trust over time. They invest in advertising, research and development and seek to differentiate themselves through consistency and brand identity.
White brands, also called private labels, are managed directly by retailers. Its objective is to offer competitive products, often equivalent to those of well-known brands, but with fewer costs associated with marketing and distribution, according to DECO PROTeste. What many consumers are unaware of is that, in many cases, white label products are manufactured by the same industrial units that produce manufacturer brands, although following different specifications.
Same rules for everyone when the product hits the shelf
An essential point in this comparison concerns legislation. Regardless of whether it is a famous brand or your own brand, any product placed on the market must comply with strict safety, labeling and quality rules.
In the case of white brands, the retailer assumes legal responsibility for the product. This implies supplier control, quality testing and regular audits, just as with manufacturer brands. The idea that white brands escape control is, therefore, a myth.
Inflation changed habits and accelerated choices
The widespread increase in prices had a direct impact on consumer behavior. With the cost of living rising, many began to experiment with private brands in categories where they previously wouldn’t venture. That first contact ended up, in many cases, becoming a habit. When the price difference is significant and the perceived quality is similar, the change can become natural and difficult to reverse.
Quality: the label doesn’t tell everything
Quality is one of the most sensitive points in this discussion. Comparative tests carried out over the last few years show that many white label products present similar or even better results to those of manufacturer brands, especially in areas such as basic food, cleaning and hygiene products, according to the same source.
This does not mean that all white brands are the same or that all manufacturer brands are better. The main conclusion is that price is not, in itself, a reliable indicator of quality.
Price: where the savings really are
On average, private labels continue to be cheaper, but the difference varies greatly from product to product. In some cases, aggressive promotions by manufacturer brands reduce or even nullify this advantage.
Furthermore, there are situations in which the price of white brands also rises significantly, especially during periods of inflation. Still, for many consumers, the savings accumulated throughout the month continue to justify the choice.
When it makes sense to opt for the original brand
There are categories in which the manufacturer’s brand maintains a clear advantage. Products with very specific recipes, flavors that are difficult to replicate or particular technical needs may justify the higher price.
There is also an emotional factor that should not be ignored. Trust built over years, familiarity with the product and consistent experience are part of the purchasing decision, especially for more demanding consumers, according to the same source.
How to compare practically in the supermarket
A good comparison starts by reading the label. Checking the list of ingredients, nutritional information and price per unit can help you understand whether two products are really comparable.
Another important point is to avoid automatic decisions. Neither the white brand is always the best choice, nor the original brand is synonymous with waste. The analysis must be carried out product by product, taking into account the use that will be given to it, in accordance with . Everything indicates that the coexistence between white brands and manufacturer brands will continue to mark the market. Consumers are more informed, more open to experimenting and less loyal to a single type of brand.
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