A fresh investigation by consumer champion Which? has found that customers at Tesco and Sainsbury's who were not using the Nectar or Clubcard loyalty schemes frequently pay higher prices for popular branded products than those at Waitrose and Ocado. The study scrutinised average prices in February, comparing 245 branded products, featuring household names such as Heinz, Nescafé, Dove, Kellogg's, and Mr Kipling, by monitoring their costs daily across the month to establish the average cost per product. These figures were subsequently totalled to work out each retailer's overall price for branded goods.
The list features the most sought-after brands spanning different grocery categories, drawn from industry data, and aims to provide a comprehensive sample rather than replicate a standard shopping trolley. The research revealed that in February, the typical cost for branded products was the highest for Sainsbury's and Tesco customers who did not use the retailers' loyalty programmes. While the majority of Sainsbury's and Tesco customers take advantage of their Clubcard or Nectar schemes, those who haven't enrolled or don't qualify have little choice but to pay full price for branded items.
The retailer charging most for branded goods was Sainsbury's for non-Nectar members (£942.66), representing 14% more than the most affordable chain in the analysis, Asda (£823.58).
Tesco came in second, with its non-Clubcard total standing at 11% higher (£916.56). Aldi and Lidl are frequently named as the most affordable supermarkets overall by Which? however they weren't included in this study as they don't carry an extensive selection of branded products.
Based on the findings, Sainsbury's and Tesco proved more expensive for non-members than Waitrose (£899.05), which is renowned for being more premium and pricey, reports the Express.
Waitrose was 9% more expensive than Asda and represents a more competitive choice for shoppers without loyalty scheme membership.
At Waitrose, numerous items were less expensive, including Amoy Straight To Wok Noodles, which averaged £1.25 at both Waitrose and Morrisons, but were priciest at Sainsbury's and Tesco without a loyalty card at an average of £2.15 - a 72% difference.
Ryvita Thins (Sea Salt & Vinegar) were also cheapest on average at Waitrose at £1.25, but customers purchasing this item at Morrisons, Tesco, and Sainsbury's without a loyalty card would have paid an average of £2.30, making them 84% more expensive.
Which? discovered that Asda was the most affordable shop for the selection of branded items at £823.58 on average. Some of the largest price variations include Oral-B Pro Expert Toothpaste, which was cheapest at Asda in February at an average £2.24, while the identical product was most expensive at Sainsbury's and Tesco without a loyalty card at £3.95 - 76% more.
The same applied to Sharwoods Medium Egg Noodles, which were £1.28 at Asda but £2.10 at Tesco without a Clubcard - 64% more, on average. Which? also discovered that Filippo Berio Olive Oil (750ml) averaged £4.98 at Asda, compared to £8 at Sainsbury's without a Nectar card, making it 61% pricier.
However, for those with a Clubcard, Which? determined that the identical grocery list at Tesco cost an average of £837.43, merely 2% more than at Asda.
The consumer champion also identified several instances where the Tesco Clubcard price was the most affordable on average for branded items. Carex Hand Wash was 95p at Tesco (with Clubcard), but £1.70 at Waitrose, where it was the priciest - a staggering 79% more.
Another example revealed Kellogg's Crunchy Nut cornflakes (300g) averaged £1.55 in February, while the highest average price among the supermarkets was at Waitrose (£2.50) - 61% more.
The analysis underscores the significant price disparities generated by supermarket loyalty schemes.
At Tesco, a 200ml bottle of L'Oreal Paris Elvive Bond Repair Shampoo was twice the average price for customers without a Clubcard, at a hefty £13, compared to £6.50. The higher price was also observed at both Morrisons and Sainsbury's.
Examining coffee costs revealed even more substantial pricing variations. Customers at Tesco and Sainsbury's who lacked a loyalty card faced a £8.35 charge for a 200g jar of Kenco Smooth, the steepest price available. By comparison, the identical jar cost £7.00 at Waitrose and £6.32 at Asda, on average. Likewise, for Nescafé Gold Blend, Waitrose offered the lowest average cost (£6.25), while non-members at Sainsbury's paid £8.35.
Meanwhile, Which? discovered that shoppers using a Nectar card at Sainsbury's could anticipate paying just 3% more than at Asda (£848.56).
Morrisons proved 4% pricier than Asda when using a More card (£858.67), and 5% costlier without one (£860.79).
Ocado (£867.17) was similarly 5% more expensive than Asda.
Throughout the supermarkets, Which? spotted other items with dramatically varying price tags. The most significant difference in average cost concerned Tilda boil-in-the-bag basmati rice (4-pack), priced at £1 at Tesco without a loyalty card but £2.25 at Waitrose (125%).
Reena Sewraz, Which? Retail Editor, 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."
Cheapest supermarkets for branded products rankedA 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."
