Consumer research highlights savings from private labels and discount retailers

Research into discount retailers and private label products reveals significant cost savings for consumers compared to major brands. In a comparison of household goods, an anti-dandruff shampoo from a private label cost 4.48 Euro per liter, while the brand-name equivalent cost 13.74 Euro. Similarly, laundry detergent showed a massive price gap, with the private label costing approximately seven cents per wash compared to twenty-five cents for the brand name.

Investigations into food products found that some private labels share the same manufacturers as premium brands. For example, a specific rice pudding product was found to be produced by the same manufacturer as the brand-name version, yet the cheaper option contained more rice and natural flavoring while costing roughly half the price. Some butter products also originated from the same dairy despite the brand version being nearly three times more expensive.

Meanwhile, the non-food discounter Action continues to expand across Europe, operating over 3,300 stores in 15 countries, including more than 650 in Germany. The retailer relies on a rotating assortment of approximately 6,000 products weekly, with two-thirds priced under two Euro. While the low prices attract bargain hunters, experts suggest consumers should carefully compare quantity and quality, particularly when purchasing technical devices or durable goods.