The UK’s cheapest big supermarket has been named, and it’s not Tesco or Sainsbury’s. A latest analysis by The Grocer found that Asda has topped the list of supermarkets in the UK that offer affordable items.
Asda’s no-strings-attached total of £81.26 was £2.38 (2.8%) cheaper than its closest competitor, Morrisons, while also outperforming Sainsbury’s (4.4%) and Tesco (5.8%), despite their various loyalty price promotions. However, the data did not take into consideration Aldi or Lidl in their comparison, which are generally considered to be slightly cheaper.
However, Morrisons made the biggest price reductions, with its £83.64 total coming in 4.6% lower, supported by 16 promotions, though only five were direct price cuts.
It offered the lowest prices on six items, including Dove body wash, Highland Spring water, and olives.
Tesco has pledged to match Asda in any price battle, but this comparison showed little evidence of that. Despite offering £5.45 in savings (–6.3 percent), it ran only six promotions, and its £86.24 total was 3.9% higher than last year and 2.2% more expensive than last month.
Furthermore, only four items were exclusively the cheapest: Tyrrells crisps, Pot Noodle, Dairylea spread, and Colman’s mustard.
Waitrose lagged far behind, with its £95.45 total making Asda a massive 14.9% cheaper. It had the lowest price on just two items, though neither was exclusively the cheapest.
Sainsbury’s £85.03 basket was 1.2% cheaper year-on-year and provided £4.77 in savings (–5.6%) through its Nectar Prices loyalty scheme.
While it featured several direct price cuts – including notable discounts on Hobnobs, king prawns, and pilau rice – they weren’t enough to compete with Asda’s lower prices.
Additionally, all nine items coming off promotion returned at a higher price.
Activia Fibre yoghurts
Alpro oat drink
Appletiser
Blueberries
Bonne Maman Lemon Curd
Chicken tikka masala curry
Colman’s Chilli Con Carne mix
Corn on the cob
Dairylea Slices
Dove Men+Care body & facewash
Fairy Platinum Plus dishwasher tablets
Flash Bathroom spray
Green Giant sweetcorn
Highland Spring water
King prawns
Kopparberg cider
Little gem lettuces
Mangoes
McVitie’s Hobnobs
Dark Choc, 262g 2.08
Milk
Olives
Peppercorns
Pilau rice
Pineapple chunks
Pork loin medallions
Portobello mushrooms
Pot Noodle
King, Chicken & Mushroom, 114g 1.38
Quorn Picnic Eggs
Ramona’s Heavenly Houmous
Sharwood’s naans
Tyrrells crisps
White baps