The cost-of-living crisis hasn't just changed how we shop. It's fundamentally reshaped what we consider value for money. As own-label brands raise their game, discounters challenge perceptions and shoppers become more selective about where they spend, traditional brands are facing a new reality. We explore the changing relationship between value and premium, the growing pressure on the middle ground, and what it all means for brands and retailers fighting to earn their place in the basket.
