If there is one trait that unites Britons, it is a passion for securing excellent value and finding genuine bargains. While some shoppers simply purchase what they need from the most convenient supermarket, others adhere strictly to a budget and constantly seek the best deals.
The Price Check Experiment
One individual decided to buy the same seven branded products from eight different supermarkets: ASDA, Iceland, Morrisons, Tesco, Sainsbury's, Ocado, Waitrose, and Co-op. The items were Cathedral City Mature Cheddar, Nescafe Gold Blend 190g, Lurpak Spreadable 250g, Coca-Cola Zero 2L, Warburtons Half and Half 800g, Persil Non Bio 35 washes, and Heinz Baked Beanz BBQ 290g.
Stark Differences
The investigation revealed that customers could spend nearly double for certain products depending on the retailer. For instance, ASDA charged only £2.50 for Cathedral City Mature Cheddar, while Co-op demanded £4.65 for the identical item. Coffee lovers would pay £5.75 for Nescafe Gold Blend at ASDA, but a whopping £9.85 at Waitrose — more than 70% extra.
The price gap for Lurpak butter between Iceland and Ocado or Waitrose was £1.35, while Coca-Cola Zero varied by about £1 between Iceland and Co-op. ASDA and Iceland consistently offered the lowest prices for branded goods, while Co-op and Waitrose were the most expensive, sometimes costing nearly twice as much. A shopper buying all seven items at Co-op instead of comparing prices could spend an extra £8 to £10.
Shopper Reactions
Readers shared their views on the price disparity, with many defending Waitrose. One person noted that Waitrose Essentials range meets high animal welfare and sourcing standards, often tasting better than luxury ranges elsewhere, while paying staff better than ASDA or Iceland. Another called the comparison disingenuous, arguing frugal shoppers look for offers and buy own-brand products. A third found the comparison interesting but noted that upmarket own-brands compete with branded items. A fourth mentioned that Co-op price matches Aldi on staples like milk and eggs, though membership costs £1.
