In German supermarkts, no-name vs branded side by side is very typical. I would say for small household items like soap, the price is often twice for the brande

In German supermarkts, no-name vs branded side by side is very typical. I would say for small household items like soap, the price is often twice for the branded. So it's quite significant. And that's already branded products that have to compete directly, so the markup might be even higher in branded-only environments.