In an era marked by steadily climbing grocery and energy bills, British consumers have become exceptionally vigilant about their household spending. Many rely on supermarket loyalty schemes to secure discounts on branded products, while budget retailers like Aldi and Lidl are popular destinations for affordable unbranded essentials. However, a recent, detailed analysis by consumer champion Which? reveals a shifting landscape. The monthly price comparison, which tracked 241 popular branded items—from Dove and Kellogg’s to Nescafé and Mr Kipling—found that Asda has emerged as the most affordable option for these goods. Notably, Asda secured this position for the second consecutive month, outperforming the member-only pricing of the UK’s largest loyalty programmes.
The study calculated the average basket cost by summing the daily prices of each item over a month. Asda’s total came to £813.16 in March. This straightforward pricing, available to every shopper without any membership requirement, was 1% cheaper than Tesco’s Clubcard Prices and 4% cheaper than Sainsbury’s Nectar Prices. Morrisons, with its More card, was on average 6% more expensive than Asda. The findings underscore a significant advantage for shoppers at Asda who wish to buy branded goods without navigating the complexities and data-privacy considerations of loyalty schemes.
For consumers who do not use loyalty cards—whether due to ineligibility, personal choice, or concerns over data collection—the financial disparity becomes even more pronounced. Without a membership, shopping at Sainsbury’s (£933.82) was 15% more expensive than Asda, and Tesco (£911.64) was 12% more expensive. A striking revelation was that, for the second month running, both Tesco and Sainsbury’s non-member prices were higher than those at Waitrose (£902.83), traditionally perceived as a more premium retailer. This highlights how loyalty programmes have fundamentally altered the competitive dynamic, creating a substantial premium for those outside the system.
The analysis also uncovered dramatic variations in the price of individual items, sometimes exceeding a 100% markup for non-members. For example, a 90g jar of Nescafé Azera Americano cost £3.50 with a Tesco Clubcard but soared to £7.25 without it—a 107% increase. The largest difference observed was for Tilda boil-in-the-bag basmati rice (a four-pack), which cost £1 at Tesco for non-members versus £2.25 at Waitrose. Significant fluctuations were also seen across supermarkets for products like Filippo Berio olive oil, where a 500ml bottle averaged £4.98 at Asda compared to £8.51 at Waitrose. Conversely, Waitrose was the cheapest for some items, such as Twinings Everyday Tea Bags, illustrating that no single supermarket holds the lowest price on every product.
In response to the findings, Reena Sewraz, Which? Retail Editor, emphasized the unpredictability of the current market for brand-loyal shoppers. She noted that consumers could “easily end up paying double for the exact same jar of coffee or bag of rice depending on where you shop,” and pointed out that Asda’s transparent pricing offers a reliable alternative for keeping bills under control without a loyalty card. The supermarkets defended their strategies: Sainsbury’s highlighted that most items in the report were cheaper on Nectar Prices and referenced its extensive Aldi Price Match; Tesco stressed the widespread use and value of Clubcard Prices, alongside its Everyday Low Prices; Waitrose argued the analysis was a limited snapshot that missed its broader promotional efforts on branded goods.
Ultimately, this report paints a complex picture of the UK grocery sector. It confirms that for branded goods, Asda currently offers the most consistently low prices overall, challenging the dominance of loyalty-based discounts. The data reveals a two-tier pricing system at major chains that can penalize non-members, sometimes making their shopping more expensive than at upmarket retailers. For the savvy consumer, the message is clear: in the pursuit of value on branded items, comparing prices across supermarkets remains essential, and the reliance on a single loyalty scheme may not always yield the best outcome. The market has evolved into a nuanced arena where strategic shopping—whether by embracing loyalty cards, choosing stores with straightforward pricing like Asda, or cherry-picking items across different retailers—is key to managing the weekly food bill.
