Press release

Asda cheapest for branded groceries with some products costing more than twice as much elsewhere

Asda has been named the cheapest supermarket for branded groceries for the sixth consecutive month, as new Which? research reveals shoppers can pay more than double for identical products depending on where they shop and whether they use a loyalty card.
5 min read

The consumer champion found price differences across everyday household items with price differences of up to 159 per cent across major supermarkets in July.

In an analysis of 224 popular branded groceries – including Heinz beans, Nescafé coffee and Mr Kipling cakes – Which? found Asda was once again the cheapest supermarket overall, with the list costing £769.80 on average throughout July.

While Which? regularly finds Aldi and Lidl are the cheapest supermarkets overall in its monthly supermarket price comparisons, they are not included in this branded grocery analysis because they do not stock a sufficiently wide range of branded products.

Tesco using a Clubcard (£781.07), Morrisons with More (£799.24) and Sainsbury's with a Nectar card (£801.48) were the next-cheapest on average after Asda. 

However, shoppers without loyalty cards faced significantly higher costs, with Tesco (£873.66) and Sainsbury's (£881.88) both proving more expensive than Waitrose (£851.82) and Ocado (£821.29) on average, highlighting the stark impact loyalty pricing can have on the cost of branded groceries.

Shopping at Sainsbury's without a Nectar card was the most expensive option overall, costing nearly 15 per cent more than Asda.

When Which? looked at individual products, on average, Listerine Total Care Clean Mint Antibacterial Mouthwash (500ml) saw the biggest difference between the highest and lowest price. It was at its lowest price, on average, at Asda (£2.31) and was most expensive at Sainsbury's and Tesco without a loyalty card (£6) - a huge 159 per cent difference. 

Which? found several branded products - including Oral-B Pro Expert Toothpaste, Starbucks Frappuccino Mocha Chocolate Flavoured Milk Iced Coffee and Mr Kipling Fruit Pie Selection priced at around twice as much at the most expensive supermarket compared with the cheapest.

There were 155 products from Sainsbury’s on loyalty promotion through the month of the consumer champion’s analysis, 143 at Tesco and seven at Morrisons. None of the items in Which?'s analysis were subject to loyalty discounts at Waitrose. Asda and Ocado do not operate member-only pricing in the same way.

While loyalty cards can unlock substantial savings, some shoppers remain unwilling or unable to participate due to concerns around data privacy or eligibility requirements. 

However, following years of campaigning by Which?, Tesco recently announced that customers aged 16 and 17 can now sign up for a Clubcard on their parent or guardian's account, widening access for younger consumers.

Natalie Hitchins, Which? Head of Home Products and Services said:

"With many households still facing intense financial strain and bracing for predicted price hikes in the coming months, every penny counts and Asda is the most consistent for affordable branded goods. 

"Our research has previously found that some branded items are so frequently on offer that shoppers should never actually pay full price for them. To avoid being caught out, consumers should try to look out for big price fluctuations, compare value across different products, and check rival retailers to ensure they are getting a genuine deal."

ENDS

Notes to editors

Research: The products with the biggest price differences

Which? compared the average price of branded groceries across supermarkets in July, including loyalty discounts where applicable, and identified the products with the largest percentage difference between the cheapest and most expensive supermarkets.

Average loyalty card prices where applicable:

Sainsbury's with Nectar:* Listerine Total Care Clean Mint Antibacterial Mouthwash 500ml (£4.97), Mr Kipling Fruit Pie Selection 6-pack (£2.06), Tilda Boil In Bag Basmati Rice 4 x 62.5g (£1.37), Colgate Plax Cool Mint Mouthwash 500ml (£3.77), L'Oreal Paris Elvive Bond Repair Shampoo 200ml (£9.65), Mr Kipling Mini Battenburgs 5-pack (£2.35), Nescafé Azera Americano Instant Coffee 90g (£6.09), Ryvita Thins Sea Salt and Cider Vinegar 125g (£1.96), Doritos Cool Original Tortilla Chips 180g (£1.50), Carex Original Antibacterial Hand Wash 250ml (£1.34), Quorn picnic eggs 140g (£1.72).

Tesco with Clubcard:** Listerine Total Care Clean Mint Antibacterial Mouthwash 500ml (£3.95), Mr Kipling Fruit Pie Selection 6-pack (£1.50), Colgate Plax Cool Mint Mouthwash 500ml (£3.85), L'Oreal Paris Elvive Bond Repair Shampoo 200ml (£7.97), Nescafé Azera Americano Instant Coffee 90g (£4.23), Ryvita Thins Sea Salt and Cider Vinegar 125g (£1.85), Doritos Cool Original Tortilla Chips 180g (£1.85), Mr Kipling Angel Cake Slices 8ea (£2.12), Carex Original Antibacterial Hand Wash 250ml (£1.15). 

Price analysis methodology

Which? analysed the price of 224 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. These are added 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.

Which? includes loyalty discounts separately in the table where they are available. The value of points, personalised discounts or other rewards are not included as these vary.

While Aldi and Lidl are regularly found to be the cheapest supermarkets overall in Which?'s monthly supermarket price analysis, they were not included in this branded grocery comparison because they do not stock a sufficiently wide range of branded products.

Right of Replies

Each supermarket included in our price analysis was given the right to reply to specific examples.

A Sainsbury's spokesperson said: "We have not been able to verify the calculations used by Which? as the group has not shared its full analysis. However, our customers know they can get great value by using a Nectar card when they shop with us, which is why 85 per cent of our sales involve one. 

We remain focused on offering outstanding value on the products people buy most often, with more than 10,000 Nectar Price offers available every week on top of personalised Your Nectar Prices."

A spokesperson for Tesco said: “Clubcard prices unlock the best value at Tesco with thousands of deals in store and online each week. With more than 80% of sales at Tesco involving a Clubcard, most Tesco shoppers are already taking advantage of the great savings that Clubcard provides.”

Useful links

Which? supermarket food inflation tracker shows what's happening to grocery prices

Cheapest supermarket of the month price analysis 

About Which?

Which? is the UK’s consumer champion, empowering people to make confident choices and demand better. Through our research, investigations and product testing, we provide trusted insight and expert recommendations on the issues that matter most to consumers.

Fiercely independent, we put people over profit - shining a light on unfair practices, influencing policy and holding businesses to account to make life simpler, fairer and safer for everyone.

The information in this press release is for editorial use by journalists and media outlets only. Any business seeking to reproduce information in this release should contact the Which? Endorsement Scheme team at endorsementscheme@which.co.uk.