Asda has been crowned the UK’s cheapest supermarket for branded groceries for the third month running, outperforming rivals such as Tesco and Sainsbury’s, whose loyalty schemes fail to fully bridge the price gap.
According to recent research by consumer group Which?, shoppers who don’t hold loyalty cards at Tesco or Sainsbury’s are paying more—sometimes significantly—than those shopping at Waitrose, and as much as 17% more than at Asda.
Which? retail editor Reena Sewraz commented, “Our latest analysis confirms that Asda continues to offer the lowest prices on branded groceries without the need for loyalty card discounts.”
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The study examined prices on 240 branded items, including popular products like Dolmio Bolognese Sauce, Nescafé Azera instant coffee, and Mr Kipling Angel Cake Slices. These items cost £795.21 at Asda, while at Sainsbury’s they were 17% more expensive, and at Tesco, without applying a loyalty card, prices were 15% higher, totaling £912.56. Notably, Asda does not offer exclusive price incentives through loyalty programs, making its low prices accessible to all customers.
Reena Sewraz also highlighted widening price disparities: “The gap between the cheapest and most expensive supermarkets is growing, with some consumers paying up to 17% more for the same basket of goods. In certain cases, customers are charged double for identical products depending on the store and loyalty card usage.”
The biggest price difference in April was observed in Colgate Plax Cool Mint Mouthwash 500ml, priced at £2 at Asda but £4.50 at both Tesco and Sainsbury’s without loyalty discounts—a 125% price difference.
Responding to the findings, a Sainsbury’s spokesperson stated, “We are committed to delivering outstanding value on the products people buy the most, including over 700 items in our extensive Aldi Price Match campaign and affordable own-brand lines.”
Meanwhile, Morrisons emphasized their efforts to maintain competitive pricing, citing benefits of their More Card, which offers personalized discounts and money-off vouchers.
Waitrose noted that the Which? analysis represented a limited snapshot and did not reflect broader promotions throughout their product range.