Aldi Price Match scheme secrets: what to know before you shop

Aldi is the supermarket to beat on price - and rival supermarkets know it.

It regularly wins Which?'s cheapest supermarket title, coming top every month except one in the past two years.

So it's no surprise that over the years, other supermarkets have developed Aldi price-matching schemes to compete for customers.

But are these schemes always as straightforward as they seem? Here, Which? reveals the hidden secrets of Aldi Price Match schemes: from pasta with multiple matches to pork pies with very different amounts of pork. 

Which supermarkets offer an Aldi Price Match scheme?

Sainsbury’s, Tesco and Morrisons have all developed Aldi price match schemes. 

The Co-op also has its own version, but only for members of its loyalty scheme. And Asda previously had a scheme, but dropped it earlier this year.  

We've analysed the data behind the Sainsbury’s, Tesco and Morrisons schemes to reveal just what you need to know.

• Find out more: best and worst supermarkets

Some schemes are bigger than others

We found Morrisons, Sainsbury's and Tesco had the largest range of price-matched products, so they are worth a look if you don’t have an Aldi near you. 

• Sainsbury's (898 matches): Sainsbury’s has expanded its Aldi price match scheme quickly over the past year to overtake Tesco as the supermarket with the largest range of matched products. It includes broadly the same types of products as Tesco but has fewer branded items and more own-label ones.
• Tesco (761 matches): The UK’s largest supermarket chain has more beers, wines and spirits matched in price to Aldi than the other supermarkets.
• Morrisons (504 matches): Morrisons has been regularly matching more than 500 products (an increase from 2024) all year. It also matches prices to Lidl, taking whichever is the cheapest. Aldi price match products can be found in larger Morrisons supermarkets but not in Morrisons Daily branches.

Own-label is the norm, but some do more branded items

Products in Aldi price match schemes tend to be own-label. 

If you are keen on branded groceries, though, we found Tesco had the highest proportion in its price match scheme (19%) and Sainsbury’s the least (4%). 

We also found that most of the products included in price match schemes are non-perishable food, followed by chilled food – there are far fewer alcohol, frozen foods, pet, baby, homecare and beauty products to choose from.

• Find out more: food inflation tracker

The quality doesn't always match up

If you think matches are always the exact same product, you’re in for a surprise. Sometimes the amounts of key ingredients can be quite different. 

For example, pork pies at Sainsbury’s and Morrisons were matched to Aldi’s. The Aldi ones had 28% pork, the Sainsbury’s ones had 26% pork. And the Morrisons version? Just 20%. 

It was a similar story for chopped tomatoes: the Aldi version had 70% tomatoes and Sainsbury’s had 65%. 

It doesn’t always work in favour of Aldi, though – the coconut milk at Sainsbury’s listed 68% coconut extract compared to Aldi’s, which had 56%.  

We also found three supermarkets matched to Aldi’s cream of tomato soup – a standard-range product. The Sainsbury’s and Tesco matches were both also from their standard range, whereas the Morrisons offering was a budget version. 

• Find out more: Best Buy supermarket food and drink

Pack sizes might vary

While all the schemes match the unit prices (the price per 100g or 100ml), sometimes the pack sizes aren’t the same. 

Of course, you might expect a bigger pack to offer better value anyway, so the price matches on larger items may not be as good as they first appear.

You might also be surprised at the sheer number of products labelled as a ‘match’ to just one Aldi version. 

Take Aldi's Cucina Spaghetti, for example. It was price-matched by four other supermarkets in several different sizes – giving a total of 12 matches. 

You might get more variety than you think

Another tactic is to match several different flavours of a particular product to just one. This gives shoppers more choice, but might not be exactly what you think of when you see the word ‘match’. 

For example, we found that Aldi’s Cucina Pasta Sauce Bolognese 500g had 14 products at other supermarkets matched to it. These included normal bolognese sauces, but also chunky veg, tomato and chilli and no-added-sugar versions.

All figures checked August 2025

• Find out more: how to spend less at the supermarket

This story is part of a feature called 'How to beat rising food prices' that appears in the November edition of Which? magazine.

Join Which? to read the full investigation.