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January’s supermarket price comparison – who’s cheapest?

We compare a basket of branded supermarket goods

Trolley pushed through supermarket

Asda was crowned the cheapest supermarket for our basket of food and grocery products, for January 2014.

We’ve compared the price of around 100 branded food and grocery items for the past seven months. Our basket includes everything from cereal to soap, averaged over a month from Asda, Tesco, Ocado, Sainsbury’s and Waitrose.

Asda was the cheapest this month charging £193.68 and Ocado the most expensive, with the basket costing an average £211.56.

You can find out how the other supermarkets shaped up on our supermarket prices compared page including how they’ve compared in previous months. The totals include special offer discounts but not multibuys. 

In order to work out the average price of our basket we used data from the independent shopping website mysupermarket

Food prices compared

Food prices continue to be a major worry for consumers, according to the latest figures from the Which? quarterly consumer tracker, with 74% saying they are concerned.

This was reflected in fact that supermarket discounters Aldi and Lidl have both seen their market share increase.

Supermarket price comparisons

Supermarkets often have a price comparison scheme, in which they compare the cost of your shopping with competitors. The following schemes are currently in force:

  • Asda – if your shopping isn’t 10% cheaper than in Tesco, Sainsbury’s, Waitrose or Morrisons, it will give you a voucher for the difference, which you can use on your next shop. 
  • Sainsbury’s – compares branded products and gives you a voucher, but the deal doesn’t apply online. 
  • Tesco – checks prices against Asda, Sainsbury’s and Morrisons and will give you a voucher for the difference if it’s cheaper elsewhere. 
  • Ocado – price matches against Tesco and will give you a voucher for the difference. 
  • Waitrose – price matches Tesco on branded items and these are included in the totals. 

More on this…

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