Asda has been named the cheapest supermarket for branded groceries for the third consecutive month, with its standard prices even beating loyalty card deals at Tesco and Sainsbury's, according to consumer group Which?.
Price Comparison Details
For shoppers not using a loyalty card, Which? found that 240 branded items at Sainsbury's were 17% more expensive than Asda, which does not offer exclusive prices to Asda Rewards customers. Tesco was 15% more expensive, with a total of £912.56 compared to Asda's £795.21.
All 240 items, including Dolmio Bolognese Sauce, Nescafe Azera instant coffee, and Mr Kipling Angel Cake Slices, cost £795.21 at Asda. This marks the third month in a row that the UK's two biggest supermarkets were more expensive than Waitrose on branded items (£895.28) for shoppers without a loyalty card.
Notable Price Differences
The largest average price difference in April was for 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%. 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% difference.
Asda's standard prices were even cheaper than member-only prices at Tesco with a Clubcard by 3% (£821.67) and at Sainsbury's with a Nectar card by 6% (£850.39). Morrisons was 5% more expensive than Asda on average when using a More card (£838.15) and 6% more costly without one (£839.18).
Waitrose Wins on Some Items
Which? found Waitrose to be the cheapest for several products, including Dolmio Bolognese Sauce Onion And Garlic 450g, which was £1.50 on average in Waitrose compared with £2.60 at most other supermarkets – a difference of 73%. Sharwood's Medium Egg Noodles 226g was £1.36 at Waitrose but £2.10 in Tesco for non-members – a difference of 54%.
Aldi and Lidl are not included in the analysis as they do not stock a sufficiently wide range of branded groceries.
Expert Comment
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% 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 spokesman said: “All examples in this report were cheaper on Nectar Prices and our customers know a good deal when they see one, with 85% 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 spokesman 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.”
