Are value / Basic brands disappearing from the supermarkets?

Doc_N wrote: »

These basic lines were originally introduced to compete with the low prices available at Aldi, Lidl and Netto, and it worked for quite a long time, keeping most people out of those stores. The perception was that low prices in these stores meant poor quality, so it didn't matter that the value lines weren't very good.

Then it became clear to large numbers of people that Aldi and Lidl (not so much Netto, which has now vanished twice in the UK) did actually sell products which matched supermarket own-label, and even brands, in quality. It became very clear that their brands were far superior to the big supermarket value lines, at much the same prices.

Once that became clear, and large numbers defected to Aldi et al, the game was up for the value lines. Who in their right mind would pay the same price for a 'value' line in a big supermarket as the equivalent product in Aldi or Lidl, when the Aldi/Lidl product was so much better quality?

Tesco and the others can't afford to bring the quality of the value lines up to match Aldi and Lidl, so the only alternative is to quietly drop them - the game is up.