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Asda was the cheapest supermarket for branded groceries in June
Find out how the big supermarkets compare, and which was the most expensive for non-loyalty members
Hannah is an investigative journalist covering retail issues from fake reviews and unsafe products to supermarket pricing practices. She's been at Which? for 12 years.
Ellie is an award-winning investigative reporter who has written about retail issues at Which? for more than 12 years.
Asda was the cheapest, on average, for our list of branded groceries for the fifth month in a row, while Sainsbury's without a loyalty card was the most expensive once again.
Our comparison list included 232 popular branded groceries such as Heinz beans, Nescafé coffee and Mr Kipling cakes.
If you’re attached to your branded groceries – whether that's butter and bread or coffee and cakes – read on to find out how much extra you might pay by shopping at the various supermarkets.
Asda cheapest for branded goods
Asda was the cheapest supermarket for branded groceries in June, with the list of products costing £783.31. Sainsbury's without a loyalty card was 15% pricier.
Supermarkets that offer loyalty schemes were the next cheapest for the month, with members receiving significant discounts compared with non-members.
Tesco with a Clubcard (£804.68) was the closest to Asda, costing 2.73% more on average. Sainsbury's with a Nectar card (£812.61) was 3.74% more expensive, while Morrisons with a More Card (£814.92) was 4.04% more expensive.
| Supermarket | % difference with Asda |
|---|---|
| Asda | Cheapest |
| Tesco (with Clubcard) | 2.73% |
| Sainsbury's (with Nectar) | 3.74% |
| Morrisons (with More card) | 4.04% |
| Morrisons | 4.39% |
| Ocado | 7.78% |
| Waitrose | 11.28% |
| Tesco | 14.26% |
| Sainsbury's | 15.33% |
Shopping at Sainsbury’s without a Nectar loyalty card (£903.40) was the most expensive way to buy our branded list in June, at 15% more on average than Asda. Tesco without a Clubcard (£895.03) was 14% more than Asda. Without a loyalty card, both were more expensive than Waitrose (£871.69) and Ocado (£844.22).
- Find out more: The best supermarkets in 2026, rated by customers
The impact of loyalty card pricing
There were 167 products from Sainsbury’s on loyalty promotion through the month of our analysis, 136 at Tesco and six at Morrisons. None of the products on our list were part of a loyalty promotion at Waitrose.
While most people are part of a membership scheme, some customers may be unwilling to sign up to loyalty cards for reasons such as data privacy, and others have no choice due to unfair eligibility criteria.
Tesco recently announced customers aged 16 and 17 can now sign up for a Clubcard on their parent or guardian's account after years of campaigning by Which?.
Asda and Ocado don’t offer member-only pricing in the same way.
- Find out more: Tesco launches Clubcard for 16 and 17-year-olds
The products with the biggest price differences
We’ve compared the average price of branded groceries across supermarkets in June, including loyalty discounts where applicable, and identified the products with the largest percentage difference between the cheapest and most expensive supermarkets.
Once again, Listerine Total Care Clean Mint Antibacterial Mouthwash (500ml) saw the biggest difference between the highest and lowest average price. It was at its lowest price, on average, at Tesco with a Clubcard (£2.80), and was most expensive at Tesco without a Clubcard, where it was £6.
Ocado and Waitrose weren't the cheapest for any of our examples this month again.
| Product | Lowest price (average) | Highest price (average) | Cheapest supermarket | Most expensive supermarket | % difference |
|---|---|---|---|---|---|
| Listerine Total Care Clean Mint Antibacterial Mouthwash (500ml) | £2.80 | £6 | Tesco with Clubcard | Tesco** | 114% |
| Philadelphia Original Soft Cheese (165g) | £1.11 | £2.25 | Asda | Ocado, Sainsbury's*, Tesco** | 103% |
| Mr Kipling Angel Cake Slices (8-pack) | £1.75 | £3.50 | Asda | Tesco** | 100% |
| Colgate Plax Cool Mint Mouthwash (500ml) | £2.25 | £4.50 | Tesco with Clubcard | Sainsbury's*, Tesco** | 100% |
| L'Oreal Paris Elvive L'Oreal Hyaluron Pure Hydra Conditioner (300ml) | £4 | £8 | Tesco with a Clubcard | Morrisons | 100% |
| Tilda Boil In Bag Basmati Rice (4 x 62.5g) | £1.13 | £2.15 | Asda | Sainsbury's* | 91% |
| Starbucks Frappuccino Mocha Chocolate Flavoured Milk Iced Coffee (250ml) | £1.17 | £2.20 | Morrisons | Ocado, Sainsbury's*, Tesco** | 88% |
| L'Oreal Paris Elvive Bond Repair Shampoo (200ml) | £6.93 | £13 | Morrisons | Sainsbury's*, Tesco** | 88% |
| Ryvita Thins Sea Salt and Cider Vinegar (125g) | £1.25 | £2.30 | Sainsbury's with Nectar | Morrisons, Ocado, Sainsbury's*, Tesco** | 84% |
| Mr Kipling Mini Battenburgs (5-pack) | £1.50 | £2.75 | Tesco with Clubcard | Sainsbury's* | 83% |
| Oral-B Pro Expert Toothpaste (75ml) | £2.24 | £3.95 | Asda | Morrisons, Sainsbury's*, Tesco** | 76% |
| Febreze Air Freshener Spray Cotton Fresh (185ml) | £2 | £3.50 | Tesco | Waitrose | 75% |
| Pampers 1, Premium Protection New Baby Diapers (50) | £5 | £8.70 | Tesco with Clubcard | Ocado, Sainsbury's*, Tesco** | 74% |
| Dove Advanced Care Original Antiperspirant Deodorant Roll On (50ml) | £1.75 | £3 | Tesco with Clubcard | Sainsbury's*, Tesco** | 71% |
| Sensodyne Repair And Protect Whitening Sensitive Toothpaste (75ml) | £3.95 | £6.60 | Tesco with Clubcard | Tesco** | 67% |
| Tresemme Moisture Conditioner (680ml) | £3.41 | £5.70 | Morrisons | Waitrose | 67% |
| Mr Kipling Fruit Pie Selection (6-pack) | £2 | £3.25 | Asda, Morrisons | Sainsbury's*, Tesco** | 63% |
| Albert Bartlett Rooster Potatoes (2000g) | £1.65 | £2.65 | Asda | Waitrose | 61% |
| Cadbury Milk Chocolate Mini Rolls (10-pack) | £2.50 | £4 | Tesco with Clubcard | Tesco** | 60% |
| Lynx Africa Anti Perspirant Deodorant Spray (150ml) | £2.50 | £3.95 | Tesco with Clubcard | Sainsbury's*, Tesco** | 58% |
| Maltesers Pouch (158g) | £2.54 | £4 | Morrisons | Sainsbury's* | 57% |
| Walkers Sensations Nuts Thai Sweet Chilli Coated Peanuts (150g) | £1.75 | £2.75 | Sainsbury's with Nectar | Sainsbury's*, Tesco** | 57% |
| Nescafe Azera Americano Instant Coffee (90g) | £4.63 | £7.25 | Sainsbury's with Nectar | Sainsbury's*, Tesco** | 57% |
| Cadbury Dairy Milk Caramel Ice Cream Cones (4x100ml) | £2.90 | £4.50 | Morrisons | Ocado | 55% |
Average loyalty card prices where applicable: *Sainsburys with Nectar Philadelphia Original Soft Cheese 165g (£1.62), Colgate Plax Cool Mint Mouthwash 500ml (£3.83), Tilda Boil In Bag Basmati Rice 4x62.5g 250g (£1.81), L'Oreal Paris Elvive Bond Repair Shampoo 200ml (£8.45), Mr Kipling Mini Battenbergs 5ea (£1.88), Oral B Oral-B Pro Expert Toothpaste 75ml (£3.52), Ryvita Thins Sea Salt And Cider Vinegar 125g (£1.25), Pampers 1, Premium Protection New Baby Diapers x50 (£6.06), Dove Advanced Care Original Antiperspirant Deodorant Roll On 50ml (£2.63), Mr Kipling Fruit Pie Selection x6 (£2.73), Lynx Africa Anti Perspirant Deodorant Spray 150ml (£3.56), Maltesers Pouch 158g (£2.91), Walkers Sensations Nuts Thai Sweet Chilli Coated Peanuts 150g (£1.75), Nescafé Azera Americano Instant Coffee 90g (£4.63) **Tesco with Clubcard Listerine Total Care Clean Mint Antibacterial Mouthwash 500ml (£2.80), Philadelphia Original Soft Cheese 165g (£2.01), Mr Kipling Angel Cake Slices x8 (£1.85), Colgate Plax Cool Mint Mouthwash 500ml (£2.25), L'Oreal Paris Elvive Bond Repair Shampoo 200ml (£11.70), Oral B Oral-B Pro Expert Toothpaste 75ml (£3.27), Ryvita Thins Sea Salt And Cider Vinegar 125g (£1.53), Pampers 1, Premium Protection New Baby Diapers x50 (£5), Dove Advanced Care Original Antiperspirant Deodorant Roll On 50ml (£1.75), Sensodyne Repair And Protect Whitening Sensitive Toothpaste 75ml (£3.95), Mr Kipling Fruit Pie Selection x6 (£2.38), Cadbury Milk Chocolate Mini Rolls x10 (£2.50), Lynx Africa Anti Perspirant Deodorant Spray 150ml (£2.50), Walkers Sensations Nuts Thai Sweet Chilli Coated Peanuts 150g (£2.52), Nescafé Azera Americano Instant Coffee 90g (£6.25).
- Find out more: See how the supermarket loyalty schemes compare
What did the supermarkets say?
Each supermarket included in our price analysis was given the right to reply to our specific examples.
Sainsbury's said many of the items where it had the most expensive price could be bought cheaper on Nectar Prices.
It added, '...with 85 per cent of sales involving a Nectar card, we’re confident our customers are getting great value when they shop with us. We are committed to delivering outstanding value on the products people buy the most, including over 700 products in the biggest Aldi Price Match on the market and our own‑brand value lines.'
Tesco said: 'It’s no secret that Clubcard unlocks the biggest savings at Tesco – and thanks to our new Clubcard for 16-17s even more shoppers now have access to thousands of Clubcard Prices in Tesco stores each week.'
- Find out more: Aldi Price Match scheme secrets
Where are Aldi and Lidl?
Our research has shown that the discounters offer good value, and are consistently the lowest priced in our monthly cheapest supermarket analysis, which includes a large number of own-label products and a handful of branded items.
We couldn’t include Aldi and Lidl in this analysis because they don’t stock the same range of branded goods as the non-discounter supermarkets.
- Find out more: The cheapest supermarket of the month
We analysed the price of 232 groceries from the most popular brands – including Chicago Town, Dove, Kellogg’s, Mr Kipling, Nescafé and Tilda – every day over the course of a month to work out the average cost per item. We then add those up to get each supermarket's average total price.
The list represents the most popular brands across a wide range of grocery categories based on industry data and is designed to produce a robust sample rather than to be representative of a typical shop.
We include loyalty discounts separately in the table where they are available. We can’t include the value of points, personalised discounts or other rewards as these vary from customer to customer. Our data is supplied by an independent price comparison company.
