Asda has been named the cheapest UK supermarket for branded products such as Heinz beans and Nescafé coffee, beating Tesco and Sainsbury's, according to new research from Which?. The consumer watchdog found that shoppers can pay more than double for identical items depending on where they shop and whether they use a loyalty card.
Asda Leads for Fifth Consecutive Month
Which? examined 232 popular branded items, including Heinz beans, Nescafé coffee, and Mr Kipling cakes, and found that Asda came out cheapest for the fifth month in a row. The basket of groceries averaged £783.31 throughout June.
While Aldi and Lidl have been crowned the cheapest supermarkets overall by Which? in its monthly comparisons, neither chain features in the branded research due to not carrying a wide range of household name products.
Loyalty Cards Make a Difference
Which? discovered that Tesco shoppers using a Clubcard paid £804.68, Sainsbury's customers with a Nectar card forked out £812.61, and Morrisons More card holders spent £814.92. However, shoppers without loyalty cards faced significantly steeper bills. Tesco shoppers would need to spend £895.03 on the basket of goods, while Sainsbury's customers would part with £903.40 — both considerably higher than Waitrose at £871.69 and Ocado at £844.22.
Of the products with the greatest price disparities, half were at their cheapest when purchased using a loyalty card. Listerine Total Care Clean Mint Antibacterial Mouthwash (500ml) was found to carry the biggest price difference, averaging £2.80 at Tesco with a Clubcard but jumping to £6.00 without one — a difference of 114%.
Consumer Advice
Natalie Hitchins, head of home products and services at Which?, said: "With many households still facing intense financial strain and bracing for predicted price hikes in the coming months, every penny counts. Our research has previously found that 'discount loops' on certain branded items are now so frequent that shoppers should never actually pay full price for them. To avoid being caught out, consumers need to be aware of big price fluctuations, compare value across different products, and check rival retailers to ensure they are getting a genuine deal."
