Asda has been named the UK's cheapest supermarket for branded groceries for the third consecutive month, with its standard prices beating loyalty card deals at Tesco and Sainsbury's, according to consumer group Which?
Which? Analysis Highlights Price Differences
A Which? analysis of 240 branded items, including Dolmio Bolognese Sauce, Nescafe Azera instant coffee, and Mr Kipling Angel Cake Slices, totalled £795.21 at Asda. For shoppers without a loyalty card, Sainsbury's was 17 per cent more expensive, while Tesco's basket reached £912.56, 15 per cent higher.
Asda notably does not offer exclusive prices to its Asda Rewards customers. This meant that for the third month running, the UK's two biggest supermarkets were pricier than Waitrose (£895.28) for branded items for non-loyalty card holders.
Specific Product Price Gaps
The largest difference in average price in April was Colgate Plax Cool Mint Mouthwash 500ml, which cost £2 at Asda but £4.50 at both Tesco and Sainsbury's without a loyalty card – a difference of 125 per cent.
In another example, a 50-pack of Pampers Premium Protection New Baby Diapers cost £4.54 with a Tesco Clubcard but £8.70 for those without – a 92 per cent difference.
Asda Cheaper Than Clubcard and Nectar Prices
These prices – which were available to all shoppers – were even cheaper than the member-only prices at both Tesco with a Clubcard by 3 per cent (£821.67) and Sainsbury's with a Nectar card by 6 per cent (£850.39).
Morrisons was 5 per cent more expensive than Asda on average when using a More card (£838.15), and 6 per cent more costly without one (£839.18).
Waitrose Competitive on Some Items
Which? found Waitrose to be the cheapest for several of the products included in the analysis, including Dolmio Bolognese Sauce Onion And Garlic 450g, which was £1.50 on average in Waitrose compared with £2.60 at most other supermarkets, including Morrisons, Sainsbury's and Tesco for those without a loyalty card – a difference of 73 per cent.
Which? found Sharwood's Medium Egg Noodles 226g was £1.36 at Waitrose but £2.10 in Tesco for non-members – a difference of 54 per cent.
Exclusions and Expert Comment
Aldi and Lidl are not included in the analysis because they do not stock a sufficiently wide range of branded groceries.
Which? retail editor Reena Sewraz said: “Our latest analysis shows Asda continues to offer the lowest prices on branded groceries without shoppers needing a loyalty card.”
“At the same time, the gap between the cheapest and most expensive supermarkets is growing, with some shoppers paying up to 17 per cent more for the same basket.”
“In some cases, consumers are paying double for identical products depending on where they shop and whether they have a loyalty card.”
Supermarket Responses
A Sainsbury's spokesperson said: “All examples in this report were cheaper on Nectar Prices and our customers know a good deal when they see one, with 85 per cent of sales involving a Nectar card.”
“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 said: “It’s no secret that Clubcard unlocks the biggest savings at Tesco – but it’s just one of the ways our customers get great value.”
“Our Aldi Price Match and Everyday Low Prices schemes ensure that all shoppers, including those without a Clubcard, enjoy competitive prices whenever they shop with us.”
