UK Supermarkets - comment

The reduction in the spread between branded and value (own brand) goods is a natural response to inflationary pressures. The pressure on the Big 4 is not going away, but the gap is narrowing which will slow top-line friction. Discounters are still able to offer lower basket prices for everyday shopping however, that gap is going to narrow as they are forced to pass on cost rises to customers. Also, investment in pricing by Morrisons and other supermarkets will help close this gap further. 

https://news.yahoo.com/supermarket-value-ranges-soar-price-milk-cheese-expensive-000136843.html