As weâ€™re in a recession, you have to look for cost savings wherever you can find them.
From a consumerâ€™s point of view, that often means compromising your brand preferences.
At least, thatâ€™s how it looks to me when I go with my wife to the supermarket and look at what my favourite branded products cost compared to supermarket own brands.
You end up comparing the actual cost of Favourite Brand A versus Own Brand A, and making your purchase decision based on price not any other factor, especially if thereâ€™s a price differentiator thatâ€™s hard to ignore.
So no more Cadburyâ€™s Dairy Milk for me (my wife says) when something like Tescoâ€™s Ryelands Milk Chocolate costs 50% less.
That may be the case but what a compromise! The taste is totally different! The Tescoâ€™s own-brand product â€“ one of the discount brands the retailer launched last year â€“ isnâ€™t bad (not everyone agrees with my assessment, though), but Cadburyâ€™s it is not!
Do you get what you pay for, as the saying goes, meaning low price equals low quality?
In the case of the Tesco chocolate, I donâ€™t think itâ€™s low quality, itâ€™s just a different taste and texture, especially when you hold it up against the leading (and yummiest) chocolate brand in the UK.
I wish for the days again when you had spare cash in your pocket and everything was reassuringly expensive. Even a serious product recall involving my favourite brand a few years ago doesnâ€™t dent my desire.
Come on recession, Iâ€™m getting fed up with this brand compromise, get over it.