News by Kara Byers 2nd May 2021 10:55 AM In an effort to stick to tighter household budgets, frugal Aussie shoppers have been making big savings by swapping their favourite branded products for equivalent supermarket own brand items. And it's a simple switch experts say could slash grocery bills by nearly half. "In our most recent grocery price survey we compared a basket of leading brand products with equivalent baskets of supermarket brand products and found that the equivalent Coles or Woolworths brand basket was 40 per cent cheaper," says Rachel Clemons, senior food journalist at consumer advocacy group Choice. Making this simple swap is a cost-cutting hack loved by many of our readers, too. Respondents to news.com.au's latest Cost of Living survey said swapping to own brand has helped them cut down on unnecessary spending and adapt to changes in their financial situation as a result of the pandemic.