Shoppers at Sainsbury’s and Tesco without Nectar or Clubcard loyalty schemes pay the highest prices for popular branded products compared to Waitrose and Ocado, according to a detailed price analysis conducted in February.
The study examined average prices for 245 branded items from brands like Heinz, Nescafé, Dove, Kellogg’s, and Mr Kipling. Prices were tracked daily across the month and totaled to determine each supermarket’s overall cost for these goods, providing a broad sample across grocery categories.
Highest Costs for Non-Loyalty Shoppers
Non-Nectar users at Sainsbury’s faced the steepest average total of £942.66, 14% above Asda’s £823.58. Tesco non-Clubcard shoppers paid £916.56, 11% more than Asda. Surprisingly, Waitrose averaged £899.05, making it cheaper than both major chains for those without loyalty cards and 9% above Asda.
Aldi and Lidl, often the cheapest overall, were excluded due to limited branded selections.
Striking Price Gaps on Specific Items
Amoy Straight to Wok Noodles averaged £1.25 at Waitrose and Morrisons but £2.15 at Sainsbury’s and Tesco without cards—a 72% difference. Ryvita Thins (Sea Salt & Vinegar) cost £1.25 at Waitrose versus £2.30 at Morrisons, Tesco, and Sainsbury’s without loyalty—a 84% markup.
Oral-B Pro Expert Toothpaste was £2.24 at Asda but £3.95 at Sainsbury’s and Tesco without cards (76% more). Sharwood’s Medium Egg Noodles ranged from £1.28 at Asda to £2.10 at Tesco (64% higher). Filippo Berio Olive Oil (750ml) cost £4.98 at Asda versus £8 at Sainsbury’s without Nectar (61% pricier).
Loyalty Schemes Slash Prices
Tesco Clubcard users paid £837.43 for the basket—only 2% above Asda. Some items were cheapest with Tesco’s card: Carex Hand Wash at 95p versus £1.70 at Waitrose (79% more). Kellogg’s Crunchy Nut Cornflakes (300g) averaged £1.55 at Tesco but £2.50 at Waitrose (61% higher).
L’Oreal Paris Elvive Bond Repair Shampoo (200ml) doubled to £13 without Tesco Clubcard versus £6.50 with it. Kenco Smooth coffee (200g) hit £8.35 at Tesco and Sainsbury’s without cards but £6.32 at Asda. Nescafé Gold Blend was £6.25 at Waitrose versus £8.35 at Sainsbury’s non-Nectar.
Sainsbury’s Nectar users averaged £848.56 (3% over Asda), Morrisons More card £858.67 (4% over), without £860.79 (5% over), and Ocado £867.17 (5% over).
Expert Insights
Reena Sewraz, Retail Editor at Which?, stated: “Our analysis reveals a shocking truth and shows the impact loyalty schemes have had on grocery pricing. Branded favourites can actually be cheaper at Waitrose than at the UK’s biggest supermarkets for shoppers who don’t use a loyalty card—something that would have seemed unthinkable until a few years ago.”
“If you’ve got your heart set on specific brands, your best bet is to shop around, keep a close eye on the unit price, and stock up whenever you see a good deal—otherwise, you’re likely to end up paying way over the odds.”
“While loyalty cards definitely offer some savings, if you don’t use one, you’re better off heading to Asda, where the pricing is usually cheaper on a range of branded goods.”
Supermarket Statements
A Morrisons spokesperson commented: “Morrisons remains committed to providing good, honest value and we’re working hard to keep our prices down and competitive so our customers can spend less while still enjoying the quality Morrisons is famous for. In addition, our More Card members can earn Five More Points on every product in store, online and in Morrisons Daily stores and also benefit from personalised offers and money-off coupons on the things they buy the most of. Customers to our Cafés can also take advantage of a range of offers such as our Kids Eat Free promotion, which runs every day, or free refills on all hot drinks.”
A Sainsbury’s representative stated: “We have invested over £1 billion in recent years to help keep prices low and we know more customers are choosing to do their shop at Sainsbury’s. We are committed to helping customers access great quality at lower prices and remain focused on offering outstanding value across thousands of products through our Aldi Price Match scheme, Nectar Prices, Your Nectar Prices and our ownbrand value lines.”
