The way I see it is that the home brand stuff is more likely to be the branded stuff "under cover". The brand companies are still making money by selling onto the supermarkets for generic branding. If they can afford to produce it and sell it cheaper - why don't they? They are banking on people being loyal to the brands, and those who don't think that generic brands are as good. A lot of the generic stuff is locally produced in Australia. If home brand is cheaper and just as good, I know which one I take off the shelf