Cheapest supermarket for branded goods — better than Tesco Clubcard prices

The latest Which? price analysis has found the UK’s cheapest supermarket for branded groceries in the UK

With the cost of food and energy continuing to climb, shoppers are keeping a closer eye than ever on their supermarket expenses. Many households rely on loyalty schemes to cut costs on branded products, while budget chains such as Lidl and Aldi tend to offer more competitive prices on own-brand items.

However, the latest monthly price analysis from consumer watchdog Which? has revealed that Asda is the most affordable supermarket for branded goods, surpassing the savings offered by the country’s leading loyalty schemes.

The British retailer has claimed the top spot for the second consecutive month, undercutting members-only prices at both Tesco and Sainsbury’s.

Which? monitored the prices of 241 popular branded products — including Dove, Chicago Town, Kellogg’s, Nescafé, Tilda and Mr Kipling — on a daily basis throughout the month, calculating the average cost per item before totalling these figures to determine each supermarket’s average basket price.

The findings showed that Asda’s basket came to £813.16 in March — prices accessible to all customers — making it 1% cheaper than Tesco’s Clubcard rates and 4% cheaper than Sainsbury’s Nectar prices, reports the Mirror.

Morrisons proved, on average, 6% pricier than Asda, with a basket totalling £858.67 for More card holders and £860.79 without the card.

For those who choose not to use loyalty cards, whether due to eligibility issues or data privacy concerns, the disparity in prices is even more pronounced. Shopping without a loyalty card at Sainsbury’s (£933.82) proved 15% costlier than Asda, while Tesco (£911.64) came in 12% dearer.

Remarkably, for the second consecutive month, both Tesco and Sainsbury’s were more expensive than Waitrose (£902.83) for those without loyalty memberships.

While Aldi and Lidl typically rank as the most affordable supermarkets, they were omitted from this comparison as they don’t carry an extensive range of branded products.

Certain products showed price increases exceeding 100% for those without membership cards. Take Nescafé Azera Americano (90g), which retails at £3.50 with a Tesco Clubcard but £7.25 without — a 107% markup.

March’s largest price variance, for the second month running, belonged to Tilda boil-in-the-bag basmati rice (four-pack), priced at £1 at Tesco for non-cardholders versus £2.25 at Waitrose, a 115% disparity.

Notable variations also emerged with Filippo Berio olive oil across different retailers.

Filippo Berio Classic Olive Oil (500ml) averages £4.98 at Asda, compared with £8.51 at Waitrose, representing a £3.53 (71%) gap. The brand’s Extra Virgin Olive Oil (750ml) stood at £7 in Morrisons and £11.35 at Waitrose, a £4.35 (62%) variance.

Which? additionally discovered Waitrose offered the lowest prices for several products, including Twinings Everyday Tea Bags (80 bags), averaging £3.21 at Waitrose against £5.61 at Morrisons – a 75% differential.

In a similar vein, Vimto No Added Sugar Squash (1000ml) cost £1.36 at Waitrose, yet stood at £2.25 at Sainsbury’s and Tesco for those without membership cards — a 65% price gap.

Colgate Plax Cool Mint Mouthwash (500ml) was priced at £2.47 for Tesco Clubcard holders, while averaging £4.50 for non-members at Tesco and Sainsbury’s, representing an 82% variance.

Which? retail editor Reena Sewraz commented: “Our latest analysis shows Asda beats the UK’s biggest loyalty schemes to be the cheapest for branded goods for the second month running. Meanwhile, shoppers without a membership at Tesco or Sainsbury’s are being charged up to 15% more than the cheaper option – which can make those shops more expensive than Waitrose.”

She continued: “If you’re loyal to specific brands, the current market is a bit of a lottery. You could easily end up paying double for the exact same jar of coffee or bag of rice depending on where you shop. While membership cards offer targeted discounts, Asda’s straightforward pricing is proving more reliable for fans of big brands who want to keep their grocery bills under control without the need for a card.”

Responding to the findings, a Sainsbury’s spokesperson stated: “More than four in five of the items flagged in this report were cheaper on Nectar Prices and our customers know a good deal when they see one.”

They added: “We are committed to delivering outstanding value on the products people buy the most, including over 700 products in the biggest Aldi Price Match on the market and our own‐brand value lines.”

A Tesco spokesperson commented: “It is no surprise that Clubcard Prices deliver great value for customers, and with more than 80% of sales involving a Clubcard there are millions of people taking advantage of this every week. However, shoppers can also get great value on thousands of products without using their Clubcard thanks to our combination of Aldi Price Match and Everyday Low Prices.”

A representative from Waitrose stated: “We consistently offer great value on our customers’ favourite brands. This assessment only provides a snapshot, and does not take into account the wide range of promotions on other products belonging to the brands included within this analysis.”