A consumer champion has crowned Asda the cheapest supermarket for branded groceries for the third month in a row, as rival loyalty schemes fail to deliver the best value.
New research by Which? reveals that shoppers without a loyalty card at Tesco or Sainsbury's are paying more than they would at Waitrose – and up to 17 per cent more than at Asda.
Asda Leads on Price
Which? retail editor Reena Sewraz said: “Our latest analysis shows Asda continues to offer the lowest prices on branded groceries without shoppers needing a loyalty card.”
Which? found that 240 branded items at Sainsbury’s were 17 per cent more expensive than at Asda, while Tesco was 15 per cent more without a loyalty card. Asda does not offer exclusive prices to its Rewards customers.
The 240 items, which included Dolmio Bolognese Sauce, Nescafé Azera instant coffee and Mr Kipling Angel Cake Slices, came to £795.21 at Asda. The same basket cost £912.56 at Tesco and even more at Sainsbury's.
Wider Price Gap
Reena added: “At the same time, the gap between the cheapest and most expensive supermarkets is growing, with some shoppers paying up to 17 per cent more for the same basket. In some cases, consumers are paying double for identical products depending on where they shop and whether they have a loyalty card.”
The largest difference in average price in April was Colgate Plax Cool Mint Mouthwash 500ml, which cost £2 at Asda but £4.50 at both Tesco and Sainsbury’s without a loyalty card – a difference of 125 per cent.
Supermarket Responses
A spokesperson for Sainsbury's said: “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 Morrisons spokesperson said the chain was “working hard to keep our prices down and competitive” and pointed to its More Card perks including personalised offers and money-off coupons.
Waitrose said the analysis was “only a snapshot” and did not account for wider promotions across its range.
