Asda Leads for Branded Groceries, Undercutting Waitrose by Over £3
Asda has secured its position as the cheapest supermarket for branded products for a second consecutive month, offering shoppers substantial savings compared to rivals. Notably, customers pay more than £3 less for a popular olive oil brand at Asda than at Waitrose.
A detailed analysis by Which? revealed that a typical basket of 241 frequently purchased branded items totaled £813.16 at Asda in March. This figure outpaced Tesco and Sainsbury’s membership prices, confirming Asda’s dominance in value for branded groceries.
Significant Price Disparities Highlighted Across Supermarkets
The research exposed stark price variations for identical products depending on the retailer. Filippo Berio’s managing director, Walter Zanre, criticized supermarkets earlier this month for “taking the mickey” by failing to pass on cost reductions in olive oil to consumers.
Which? found a 500ml bottle of Filippo Berio Classic Olive Oil priced at an average of £4.98 at Asda, compared with £8.51 at Waitrose—a staggering £3.53 (71%) difference.
Furthermore, the 750ml bottle of Filippo Berio Extra Virgin Olive Oil was cheapest at Morrisons for £7, while Waitrose again topped prices at £11.35, marking a £4.35 (62%) premium.
Other Notable Product Price Gaps
The greatest price difference last month appeared in Tilda Boil-in-the-Bag Basmati Rice (four-pack), costing just £1 at Tesco without a Clubcard but soaring to £2.25 at Waitrose—a 115% increase.
In contrast, Sainsbury’s emerged as the priciest supermarket for branded groceries overall, with a basket total of £933.82 when Nectar membership discounts are excluded.
Expert Insight on Brand Loyalty and Pricing
Reena Sewraz, retail editor at Which?, warned consumers about the unpredictable pricing landscape for branded goods: “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 praised Asda’s straightforward pricing strategy, emphasizing that it offers greater reliability for brand-conscious shoppers aiming to control grocery expenses without relying on membership cards.
Waitrose Responds to Price Comparison
A spokesperson from the John Lewis Partnership, owner of 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.”
