A recent investigation by consumer watchdog Which? has found that customers at Tesco and Sainsbury's who do not use loyalty schemes often pay more for branded groceries than those at Waitrose and Ocado. The analysis examined average prices in February across 245 branded products, including Heinz, Nescafé, Dove, Kellogg's, and Mr Kipling.
Sainsbury's was the most expensive for non-Nectar shoppers, with an average total of £942.66, 14% higher than the cheapest retailer, Asda (£823.58). Tesco came second, with non-Clubcard members paying £916.56, 11% more than Asda. Waitrose, typically seen as upmarket, was cheaper for non-loyalty customers at £899.05.
Asda was the cheapest overall for branded goods. For example, Oral-B Pro Expert Toothpaste averaged £2.24 at Asda but £3.95 at Sainsbury's and Tesco without loyalty cards—a 76% difference. Similarly, Sharwoods Medium Egg Noodles cost £1.28 at Asda versus £2.10 at Tesco without a Clubcard.
However, Tesco Clubcard holders paid an average of £837.43, just 2% more than Asda. Which? noted that loyalty schemes create significant price disparities, with some products costing double for non-members, such as L'Oreal Paris Elvive Bond Repair Shampoo at £13 without a Clubcard versus £6.50 with one.
