Asda has emerged as the UK’s cheapest supermarket for branded grocery items, outpricing Tesco and Sainsbury’s even when loyalty card discounts are taken into account. According to a recent Which? study, shoppers without loyalty cards risk paying up to 15% more for the same products at other retailers.
The consumer watchdog analyzed the prices of 241 branded items from well-known manufacturers such as Heinz, Cadbury, Kellogg’s, and Nescafé throughout March 2026. The total cost of the basket at Asda was recorded at £813.16, undercutting Tesco’s £824.62 with its Clubcard and Sainsbury’s £849.08 with a Nectar card.
Which? also highlighted that Sainsbury’s prices with Nectar were slightly higher than Morrisons, with a basket costing £590.74, while Sainsbury’s without a loyalty card was the second most expensive option on their longer brand list. Meanwhile, Waitrose was the priciest supermarket, with a typical big shop averaging £659.58—£92.02 more than Asda.
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Further analysis shows Asda’s prices were about one percent lower than Tesco’s discounted prices and four percent cheaper than Sainsbury’s member deals.
Reena Sewraz, retail editor at Which?, commented, “Our latest findings confirm that Asda outperforms the UK’s largest loyalty schemes to remain the most affordable choice for branded groceries for the second consecutive month.”
Ms. Sewraz added, “For shoppers loyal to particular brands, choosing where to buy can feel like a lottery. It’s possible to pay double for identical products such as a jar of coffee or a bag of rice, depending on the store.”
In response, a Sainsbury’s spokesperson stated, “More than 80% of the items identified in this report were cheaper with Nectar Prices, and our customers recognize good value when they see it.”