Waitrose has emerged as a more affordable option than Tesco and Sainsbury's for shoppers who do not use loyalty cards, according to analysis by Which?. The consumer watchdog compared 245 branded items including Heinz, Nescafe and Mr Kipling in February, finding that the average cost was highest at Sainsbury's for non-Nectar members at £942.66, followed by Tesco without a Clubcard at £916.56. Waitrose came in at £899.05, 9% more expensive than the cheapest retailer Asda at £823.58.
Which? noted that while most shoppers are part of loyalty schemes, some may be unwilling to sign up due to data privacy concerns or eligibility criteria. For instance, Tesco customers under 18 cannot currently get a Clubcard, though the supermarket has said it will review this policy. The watchdog also found several branded products cheaper at Waitrose, such as Amoy Straight To Wok Noodles at £1.25 on average versus £2.15 at Sainsbury's and Tesco without a card, a 72% difference.
For loyalty card users, the picture changes. Tesco Clubcard holders paid an average of £837.43 for the same basket, just 2% more than Asda. Sainsbury's Nectar users paid £848.56, 3% more than Asda. Which? highlighted dramatic price gaps, such as L'Oreal Paris Elvive Bond Repair Shampoo at Tesco costing £13 without a Clubcard versus £6.50 with one. Similarly, Kenco Smooth coffee was £8.35 at Tesco and Sainsbury's without cards, but £7 at Waitrose and £6.32 at Asda.
Which? retail editor Reena Sewraz said: 'Our analysis reveals a shocking truth and shows the impact loyalty schemes have had on grocery pricing. Branded favourites can actually be cheaper at Waitrose than at the UK's biggest supermarkets for shoppers who don't use a loyalty card – something that would have seemed unthinkable until a few years ago.' She advised shoppers to compare prices and stock up on deals, noting that Asda remains the cheapest for non-loyalty shoppers.
A Sainsbury's spokesman said the chain has invested over £1 billion to keep prices low and that more customers are choosing to shop there. The study did not include discounters Aldi and Lidl due to their limited range of branded goods.
