Asda has reclaimed its position as the cheapest supermarket for branded grocery items, with shoppers saving significant amounts compared to rivals like Waitrose. Recent analysis highlights startling price disparities on identical products across UK supermarkets, shedding light on where consumers can stretch their pounds further.
What the Price Comparison Reveals
Consumer group Which? conducted a detailed study comparing the cost of a basket containing 241 popular branded food and household items in March. The total came to £813.16 at Asda, undercutting prices at major competitors including Tesco and Sainsbury’s, even when factoring in their membership discounts.
One of the most eye-catching findings involves a 500ml bottle of Filippo Berio classic olive oil. At Asda, this product averaged £4.98, while Waitrose charged a hefty £8.51, a staggering £3.53 difference—over 70% more expensive. Similarly, the 750ml bottle of Filippo Berio extra virgin olive oil was cheapest at Morrisons (£7) but soared to £11.35 at Waitrose, marking a £4.35 gap or 62% price hike.
These differences have sparked criticism from industry insiders. Walter Zanre, head of Filippo Berio, recently accused supermarkets of “taking the mickey” by failing to pass on cost savings to consumers despite falling olive oil prices.
Other Products Show Wide Price Swings
Price variation extends beyond olive oil. The Tilda boil-in-the-bag basmati rice (four-pack) displayed the largest price spread, costing just £1 at Tesco without a Clubcard but £2.25 at Waitrose—a staggering 115% increase.
Overall, when excluding membership discounts, Sainsbury’s emerged as the most expensive supermarket for branded groceries, with the basket totaling £933.82. This highlights the significant role membership schemes play in shaping consumer costs at major chains.
Why These Price Differences Matter to Shoppers
Reena Sewraz, retail editor at Which?, explained the current market dynamic: “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.”
She emphasized that while membership cards offer targeted discounts, Asda’s straightforward pricing strategy provides a more transparent and reliable way for brand-conscious shoppers to manage their grocery bills without needing loyalty programs.
In contrast, a spokesperson for the John Lewis Partnership, which owns Waitrose, defended their pricing approach, stating: “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.”
What This Means for Consumers
The analysis underscores the importance of savvy shopping in today’s supermarket landscape. With branded goods varying so dramatically in price, consumers face a complex choice: either hunt for the best deals across different stores or embrace straightforward, transparent pricing models like Asda’s.
Membership programs can offer savings but require consumers to navigate varying discount structures and sometimes pay upfront fees. Meanwhile, supermarkets like Asda appeal to shoppers seeking simplicity and consistent low prices on their preferred brands.
Consumers should also stay alert to promotions and pricing fluctuations, especially on staples like olive oil and rice, where differences can add up significantly over time.
Looking Ahead
As inflation and supply chain pressures continue to impact grocery prices, price transparency and fairness remain critical issues. The spotlight on branded product cost gaps may push supermarkets to reconsider their pricing strategies and how savings are passed on to shoppers.
For now, those prioritizing value on branded groceries would do well to compare prices carefully and consider which supermarkets align best with their shopping habits and budgets.
Full details of the price comparisons and ongoing supermarket pricing trends will be essential for consumers aiming to make informed choices in an increasingly complex market.
