We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.
Brief Published: 26 Jul 2017

Brandless Online Supermarket


As explored in Rebranding Budget, part of our Industry Trend The Austerity Opportunity, the market for low-cost everyday goods is rampant, driven by stretched consumers demanding pocket-friendly consumables. With millennials embracing frugal attitudes (see Millennial Mums Feeding Families) and cash-savvy families making the most of their dollars (see Hispanic Families & Food), this level of retail is increasingly relevant and desirable.

Catering to this demand, San Francisco-based retailer Brandless has launched an online supermarket where all of its mainly organic and Fairtrade unbranded products retail at $3 each.

The company, which launched on July 11, keeps the cost of its food, beauty and cleaning products to a minimum by selling its brand-free products directly to the consumer, avoiding the additional costs of branding and design.

Delivery costs a flat fee of $9 or is free for orders over $72. It also offers a membership model costing $36 per month, which reduces the free delivery threshold to $48.

Brandless takes a charitable stance, donating a meal to Feeding America for each order placed and ensuring that it uses a high proportion of waste-free packaging. This sort of approach has become an expectation for ethically conscious consumers, as explored in Culinary Provocateurs.

Brandless' chief merchant Rachael Vegas told US publication USA Today: "We estimate the average person pays at least 40% more for products of comparable quality as ours, sometimes up to 370% more for beauty products like face cream. We're here to eliminate 'BrandTax™' once and for all."

For more on innovations in the supermarket space, see Future Supermarket Strategies and The Mobile-First Supermarket.