Originally published: Compare the Market, 17 February 2026
More than half of Australians are missing out on savings by staying loyal to big brands at the supermarket, according to research by Compare the Market.
A nationally representative survey* conducted by Compare the Market found 45% of Aussies have switched to cheaper brands to manage financial stress, yet the majority are still sitting on potential savings at the checkout.
Australians were most open to switching to a generic brand for medications, cleaning products, and pantry staples.
Compare the Market looked at the top 10 products Aussies were most willing to switch and found shoppers could shave up to $41 off their trolley total by switching to cheaper alternatives – that’s a 60% saving on the shop.
*Compare the Market commissioned Pureprofile to survey a nationally representative sample of 1,017 Australians in January 2026.
