Brands vs own brand: who is winning the Favourites war?

When it comes to the Favourites war, the one thing brands know for certain is that featuring in shoppers’ Favourites is an ideal route for re-purchase.

But just how much of shoppers’ Favourites is made up of brands versus own brand products? Are shoppers electing to go with tried and tested brands they’ve used for years or are they opting for – in many cases – cheaper alternative own brand products?

With Dunnhumby finding that 53% of shoppers head to Favourites to populate their baskets, it’s an area that can’t be ignored.

Shoppers using the mySupermarket website have shown a preference to own brand products with, according to our analysis, 54.1% of products in our shoppers’ Favourites coming from own brand varieties.

Some fast facts:

  • When it comes to own brand products, shoppers are choosing items including oriental sauces, Indian ready meals, multipack dips, pine nuts and wraps
  • Our favourite own brand ranges across retailers are their regular ranges, as opposed to basics or premium selections
  • The most popular branded product in mySupermarket shoppers’ Favourites was Heinz Baked Beans in Tomato Sauce (4x415g cans)
  • The most popular unbranded product was loose Tesco bananas (approximately 180g)
  • When it came to popular brands, our favourites were Heinz, Nestle and Muller.




Interestingly, when we looked into Favourites at a category level, we noticed some interesting preferences.

For categories such as baby or health and beauty, we were much more likely to select branded goods (more than 80% of the time), whilst for packets and cereals, we were more evenly split, with a 57.2% preferring to go for branded options.

Bakery was also hotly contested, with own branded goods edging out 57% of the time.Other category leaders for own brand include ready meals and frozen goods. Branded goods dominated snacks and sweets, drinks, and household and pets.

When we look further into the category level, we can see that some areas  are preferred by own brand, some by branded goods.


So how do you win the Favourites war? Ultimately it lies in convenience. Shoppers want ease. Not having to start from scratch each time you shop. Time-strapped customers turning to online shopping as a way to save energy and effort aren’t going to search high and low for you.

Consider your advertising spend. Perhaps you should position yourself in Favourites, within this decision-making portal. mySupermarket offers A/B testing that will enable you to determine if your advertising spend should be directed to this particular area.

We’re also able to share valuable insight into how your brand sits within customers’ Favourites. Find out if you’re winning the war against your competitors. For more information and access to Favourites analysis, contact a mySupermarket Account Manager on or click here to sign up.