Shoppers at Tesco and Sainsbury's who do not use loyalty cards pay more for common branded groceries than those at Waitrose, according to analysis by Which?. The consumer group compared 245 branded items, including Heinz, Nescafe and Mr Kipling, in February and found that the average total cost was highest at Sainsbury's and Tesco for non-members.
For non-Nectar customers, the basket at Sainsbury's came to £942.66, 14% more than Asda, the cheapest retailer in the study at £823.58. Tesco was 11% more expensive for non-Clubcard holders, at £916.56. Both were pricier than Waitrose, where the same list cost £899.05, making it 9% more than Asda but a “more competitive option”, Which? said.
Which? acknowledged that most shoppers belong to a loyalty scheme but noted that some are unwilling to join for reasons such as data privacy, while others are excluded by eligibility criteria. Tesco customers under 18 cannot currently get a Clubcard, although the supermarket has said it will review that policy before the end of the year.
Specific examples showed notable price gaps. Amoy Straight To Wok Noodles were £1.25 on average at Waitrose and Morrisons but £2.15 at Sainsbury's and Tesco without loyalty cards, a 72% difference. Sea salt and vinegar Ryvita Thins were £1.25 at Waitrose but £2.30 elsewhere without a card, 84% more expensive.
With a Clubcard, the same Tesco basket fell to £837.43, just 2% more than Asda, while Nectar users at Sainsbury's paid £848.56, 3% more. Morrisons averaged 4% more with a More card and 5% without one. Which? retail editor Reena Sewraz said the analysis revealed a “shocking truth” about loyalty pricing, adding: “Branded favourites can actually be cheaper at Waitrose than at the UK's biggest supermarkets for shoppers who don't use a loyalty card – something that would have seemed unthinkable until a few years ago.”
