Asda has been named the UK’s cheapest supermarket for a big brand shop, according to new research by consumer group Which?. The grocer, which has been struggling with falling sales and market share, outperformed rivals Tesco, Sainsbury’s, and Morrisons even when accounting for loyalty card discounts.
Which? Analysis of Branded Goods
Which? analysed 241 popular branded items—including Heinz, Nescafé coffee, and Mr Kipling cakes—and found they cost a total of £813.16 at Asda in March. Tesco was almost £11.50 more expensive at £824.62, even with Clubcard discounts on 142 products. For non-Clubcard customers, the Tesco total was £911.64, nearly £100 more. Sainsbury’s was £849.08 with a Nectar card, or £933.82 without. Morrisons was £857.89 with a More card, and £860.03 without.
Loyalty Card Price Disparities
The research highlighted significant price gaps for shoppers who cannot or choose not to use loyalty cards due to data privacy concerns or eligibility issues. For example, a 90g tin of Nescafé Azera Americano instant coffee was £3.50 with a Tesco Clubcard, but £7.25 for non-members—a 107% difference. Colgate Plax Cool Mint Mouthwash (500ml) was £2.47 for Tesco Clubcard holders, but £4.50 on average for non-loyalty members at Tesco and Sainsbury’s (an 82% difference).
Comparisons with Waitrose and Discounters
For the second consecutive month, Which? found that Tesco and Sainsbury’s were more expensive than Waitrose (£902.83) for shoppers without a loyalty card. Discounters Aldi and Lidl were not included as they do not stock a sufficiently large range of branded goods.
Industry Reactions
Reena Sewraz, Which? Retail Editor, said: “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.”
A Sainsbury’s spokesperson countered: “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.” A Tesco spokesperson said: “It is no surprise that Clubcard Prices deliver great value for customers… 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 added: “We consistently offer great value on our customers’ favourite brands. This assessment only provides a snapshot.”
Full Price List
- Asda - £813.16
- Tesco (inc loyalty discount) - £824.62
- Sainsbury's (inc loyalty discount) - £849.08
- Morrisons (inc loyalty discount) - £857.89
- Morrisons - £860.03
- Ocado - £889.43
- Waitrose - £902.83
- Tesco - £911.64
- Sainsbury's - £933.82
The list is not representative of a typical shopper's basket but provides evidence of pricing across each supermarket's range.
