Always the same denominator
Price per kg, litre, or 100 g. “$2 less” on a smaller box is a classic trap.
On SimpleICI, search the product and compare the unit shown—not just the big number on the page.
Where store brands often win
Simple cans, pasta, rice, flour, sugar, some dairy, frozen veg bags. Taste once; if it’s fine, make it the default.
Keep 2–3 “treat” nationals (coffee, one sauce, one cheese) so it doesn’t feel like a total sacrifice.
Where the national sometimes wins
Allergies (recipes/labelling), infant nutrition, an ingredient where taste really changes the dish, or a national promo under your usual store-brand price.
Read the ingredient list: “store brand” isn’t automatically shorter or healthier.
Flyers: don’t mix the rules
A national at 40% off can beat the store brand this week only. Note it; don’t make it your new reference price.
If you stock the national on promo, pause the store brand until it’s gone—or you double the pantry.
Loyalty and perception
Points and “$10 off $100” change the real price. Include them in the math, or ignore them if you never hit the threshold.
The bigger lever remains: fewer items, less waste, comparable units. Brand is a detail after that.
Unit first, taste second, flyer last. SimpleICI helps you see prices; store brand is a tool, not an identity.
Ready to compare this week’s deals?