A detailed analysis of average prices for 245 popular branded grocery items in February highlights significant cost differences across UK supermarkets, particularly for shoppers bypassing loyalty schemes.
Key Findings on Branded Item Prices
The study tracked daily prices of well-known brands such as Heinz, Nescafé, Dove, Kellogg’s, and Mr Kipling to compute monthly averages, then totaled costs for each retailer. This approach used industry data on top-selling products across categories to form a comprehensive sample.
Non-loyalty shoppers at Sainsbury’s faced the highest total at £942.66, 14% above Asda’s £823.58, the lowest. Tesco non-Clubcard prices came next at £916.56, 11% over Asda. Surprisingly, these exceeded Waitrose (£899.05), often seen as premium, making it 9% pricier than Asda but more competitive for non-members.
Aldi and Lidl, typically the cheapest overall, were excluded due to limited branded stock.
Striking Price Gaps in Specific Products
- Amoy Straight To Wok Noodles averaged £1.25 at Waitrose and Morrisons but £2.15 at Sainsbury’s and Tesco without cards—a 72% premium.
- Ryvita Thins (Sea Salt & Vinegar) cost £1.25 at Waitrose versus £2.30 elsewhere without loyalty—a 84% markup.
- Oral-B Pro Expert Toothpaste: £2.24 at Asda, up to £3.95 at Sainsbury’s/Tesco non-card (76% more).
- Sharwood’s Medium Egg Noodles: £1.28 at Asda, £2.10 at Tesco non-Clubcard (64% higher).
- Filippo Berio Olive Oil (750ml): £4.98 at Asda, £8 at Sainsbury’s non-Nectar (61% more).
- Tilda boil-in-the-bag basmati rice (4-pack): £1 at Tesco non-card, £2.25 at Waitrose (125% difference).
Impact of Loyalty Schemes
Tesco Clubcard users paid £837.43 total, just 2% above Asda. Sainsbury’s Nectar card brought costs to £848.56 (3% over Asda), Morrisons More card to £858.67 (4% over), and Ocado to £867.17 (5% over). Non-More Morrisons hit £860.79 (5% over).
Loyalty perks shone in items like Carex Hand Wash (£0.95 at Tesco Clubcard vs. £1.70 at Waitrose, 79% less) and Kellogg’s Crunchy Nut cornflakes (£1.55 lowest vs. £2.50 at Waitrose, 61% less). L’Oréal Paris Elvive Bond Repair Shampoo doubled to £13 without Tesco Clubcard (vs. £6.50). Kenco Smooth coffee (200g) reached £8.35 at non-card Tesco/Sainsbury’s, but £7 at Waitrose and £6.32 at Asda. Nescafé Gold Blend averaged £6.25 lowest at Waitrose, £8.35 highest at non-Nectar Sainsbury’s.
Cheapest Retailers Ranked for Branded Items
- Asda
- Tesco with Clubcard
- Sainsbury’s with Nectar
- Morrisons with More
- Morrisons
- Ocado
- Waitrose
- Tesco
- Sainsbury’s
Reena Sewraz, Retail Editor, stated: “This analysis uncovers the profound influence of loyalty schemes on grocery pricing. Branded favorites can prove cheaper at Waitrose than major supermarkets for non-card holders—a shift unimaginable recently. For specific brands, compare unit prices, shop around, and stock up on deals to avoid overpaying. Without a card, Asda often delivers better value on branded goods.”
Supermarket Responses
A Morrisons spokesperson noted: “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 spokesperson added: “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 own-brand value lines.”
