Asda cheapest supermarket for branded groceries, Which? reveals

Asda has been named the cheapest supermarket for branded groceries for the second month running, beating both the nation's biggest loyalty schemes, according to a new Which? monthly price analysis.

In an analysis of 241 popular branded items - including Heinz, Nescafé, and Mr Kipling - the consumer champion found that Asda’s basket came to £813.16 in March. These prices - which are available to all shoppers - were cheaper than the member-only prices at both Tesco (with Clubcard) by one per cent and Sainsbury’s (with Nectar) by four per cent.

Morrisons was six per cent more expensive than Asda on average when using a More card (£857.89), and without one (£860.03).

The research highlighted a significant price gap for those who cannot or choose not to use loyalty cards due to data privacy concerns or eligibility issues.

For those without a loyalty card, Which? found that shopping at Sainsbury’s (£933.82) was 15 per cent more expensive than Asda while Tesco (£911.64) was 12 per cent more. This means that for the second month in a row, the UK’s two biggest supermarkets are more expensive than Waitrose (£902.83) for shoppers who don’t have a loyalty card.

Which? regularly finds that discounters Aldi and Lidl are the cheapest supermarkets overall, however they are not included in this analysis as they do not stock a sufficiently large range of branded goods.

Some individual items saw markups exceeding 100 per cent for non-members. For example, Nescafé Azera Americano (90g) was £3.50 with a Tesco Clubcard but £7.25 for non-members at  Tesco - a 107 per cent difference.

The largest difference in average price in March - and for the second month running - was on Tilda boil in the bag, basmati rice (4 pack), which was £1 at Tesco without a loyalty card but £2.25 at Waitrose (115%).

Earlier this month the boss of Filippo Berio said supermarkets were 'taking the mickey' by not passing savings on to shoppers but Which? found that shoppers could be faced with big price differences on his products depending on which supermarket they're in. 

Filippo Berio Classic Olive Oil (500ml) was £4.98 on average at Asda compared to £8.51 at Waitrose - a £3.53 difference (71%). The company’s Extra Virgin Olive Oil (750ml), was £7 at Morrisons versus £11.35 at Waitrose, a £4.35 difference (62%).

Which? did find Waitrose to be the cheapest for several of the products included in the analysis, including Twinings Everyday Tea Bags (80 bags) which was £3.21 on average in Waitrose compared to £5.61 on average at Morrisons - a difference of 75 per cent.

Similarly, Which? found Vimto No Added Sugar Squash 1000ml was £1.36 at Waitrose but £2.25 in Sainsburys and Tesco for non-members - a difference of 65 per cent.

Meanwhile, Colgate Plax Cool Mint Mouthwash (500ml) was £2.47 for Tesco Clubcard holders, but £4.50 on average for non-loyalty members in Tesco and Sainsbury's (an 82% difference).

Reena Sewraz, Which? Retail Editor, said:

"Our latest analysis shows Asda beats the UK's biggest loyalty schemes to be the cheapest for branded goods for the second month running. Meanwhile, shoppers without a membership at Tesco or Sainsbury’s are being charged up to 15% more than the cheaper option - which can make those shops more expensive than Waitrose.

"If you're loyal to specific brands, the current market is a bit of a lottery. You could easily end up paying double for the exact same jar of coffee or bag of rice depending on where you shop. While membership cards offer targeted discounts, Asda’s straightforward pricing is proving more reliable for fans of big brands who want to keep their grocery bills under control without the need for a card."

ENDS

Notes to editors:

Research:

• Which? analysed the price of 241 groceries from the most popular brands - including Dove, Chicago Town, Kellogg’s, Nescafé, Tilda and Mr Kipling - every day over the course of a month to work out the average cost per item. The consumer champion then added those up to get each supermarket's average total price. 
• The list is not supposed to represent a typical shopper's basket, Which? specifically chose a larger sample of products because it provides the most robust evidence of pricing across each supermarket's range.
• Which? included loyalty discounts separately in the table where they are available. However, it can’t include the value of points, personalised discounts or other rewards as these vary from customer to customer. The data is supplied by an independent price comparison company. 
• While the discounters offer great value and are consistently the cheapest in Which?'s monthly analysis of own-label products and a smaller range of branded items, they were not included in this specific branded goods comparison. This is because Aldi and Lidl do not stock the same range of branded goods as the other supermarkets

Right of Reply:

Each supermarket included in Which?'s price analysis was given the right to reply. Some of the supermarkets said they would welcome journalists contacting them directly for a fuller statement.

A Sainsbury’s spokesperson said: "More than four in five of the items flagged in this report were cheaper on Nectar Prices and our customers know a good deal when they see one.

"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." 

A spokesperson for Tesco said: “It is no surprise that Clubcard Prices deliver great value for customers, and with more than 80% of sales involving a Clubcard there are millions of people taking advantage of this every week. However, shoppers can also get great value on thousands of products without using their Clubcard thanks to our combination of Aldi Price Match and Everyday Low Prices.”

A Waitrose spokesperson said: "We consistently offer great value on our customers' favourite brands. This assessment only provides a snapshot, and does not take into account the wide range of promotions on other products belonging to the brands included within this analysis."

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.

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