British households are facing a hidden cost-of-living squeeze as popular food delivery platforms add substantial markups to supermarket groceries, according to a comprehensive market analysis.
The Price of Convenience
A detailed comparison of identical products from major supermarkets reveals that using third-party delivery services like Just Eat and Deliveroo can inflate grocery bills by up to 25% compared to shopping directly with supermarket-owned delivery services.
Essential items including milk, bread, and fresh produce carry the highest percentage markups, disproportionately affecting families shopping for basic necessities.
Platform Markups Exposed
The investigation uncovered consistent pricing patterns across multiple delivery platforms:
- Standard grocery items typically carry 15-25% platform markups
- Fresh produce and dairy products show the highest percentage increases
- Delivery fees and service charges add additional costs beyond item markups
- Promotional supermarket prices are often not reflected on third-party platforms
Impact on Household Budgets
For the average family spending £80-£100 weekly on groceries, using these platforms could add between £800-£1,300 annually to their food bills. This comes during a period when food inflation remains stubbornly high and many households are already struggling with essential costs.
Consumer Awareness Gap
Market researchers note that many consumers remain unaware of the significant price differences between platforms. The convenience of rapid delivery often overshadows cost considerations, particularly among time-poor working families and younger demographics.
Industry Response
Delivery platforms defend their pricing structures, citing operational costs including driver payments, technology infrastructure, and customer service. However, consumer advocates are calling for greater price transparency to help shoppers make informed decisions.
As the cost-of-living crisis continues to pressure household budgets, experts recommend comparing prices across multiple shopping methods and considering supermarket-owned delivery services for regular grocery hauls to maximize savings.
