Amid rising grocery costs, UK shoppers prioritize savings on branded products. A detailed monthly price analysis of 241 popular branded items, including Dove, Chicago Town, Kellogg’s, Nescafé, Tilda, and Mr Kipling, identifies Asda as the most affordable option for the second straight month. These everyday prices beat loyalty scheme discounts at Tesco and Sainsbury’s.
Basket Price Breakdown
The average basket totals £813.16 at Asda, accessible to all customers. This figure undercuts Tesco Clubcard prices by 1% and Sainsbury’s Nectar prices by 4%. Morrisons averages 6% higher, with More card holders paying £858.67 and non-card users £860.79.
Non-Loyalty Shoppers Face Steeper Costs
Without loyalty cards, differences widen significantly. Sainsbury’s totals £933.82 (15% above Asda), while Tesco reaches £911.64 (12% higher). Notably, both exceed Waitrose’s £902.83 for non-members, marking the second consecutive month of this trend.
Aldi and Lidl, known for low own-brand prices, were excluded due to limited branded selections.
Stark Product Price Gaps
Individual items show dramatic variations. Nescafé Azera Americano (90g) costs £3.50 with a Tesco Clubcard but £7.25 without—a 107% jump. Tilda boil-in-the-bag basmati rice (four-pack) hits £2.25 at Waitrose versus £1 at Tesco non-Clubcard, a 115% gap.
Filippo Berio Classic Olive Oil (500ml) averages £4.98 at Asda but £8.51 at Waitrose (71% more). The Extra Virgin variant (750ml) stands at £7 at Morrisons and £11.35 at Waitrose (62% difference).
Waitrose leads on select products: Twinings Everyday Tea Bags (80 bags) at £3.21 versus £5.61 at Morrisons (75% less); Vimto No Added Sugar Squash (1000ml) at £1.36 versus £2.25 at Tesco/Sainsbury’s non-members (65% savings); Colgate Plax Cool Mint Mouthwash (500ml) at £2.47 for Tesco Clubcard holders but £4.50 average for non-members (82% markup).
Expert and Supermarket Insights
Reena Sewraz, Which? retail editor, stated: “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.”
She added: “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.”
A Sainsbury’s spokesperson noted: “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 Tesco spokesperson responded: “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 commented: “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.”
