This article on DutchNews.nl finds that Supermarket own brands in the Netherlands are becoming more popular, a trend that may well accelerate with the economic crisis:
http://www.dutchnews.nl/news/archives/2009/02/abrands_lose_market_share.phpA
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Comparing a weekly shopping basket of 64 diverse products, Dutch supermarket chain Albert Heijn is more expensive on 59 items, charging 34% extra on a total bill. This is arguably due to a lack of competition in the Dutch sector. The final bill at Tesco would be 115.96 EUR, compared with 177.52 EUR for the same shopping basket at Albert Heijn, a near 35% differential!
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