Asda cheapest for branded groceries with some products costing double elsewhere

Asda has been named the cheapest supermarket for branded groceries for the fifth consecutive month, as new Which? research reveals shoppers can pay more than double for identical products depending on where they shop and whether they use a loyalty card.

The consumer champion found that some everyday household items were subject to price differences of more than 100 per cent across major supermarkets in June.

In an analysis of 232 popular branded groceries – including Heinz beans, Nescafé coffee and Mr Kipling cakes – Which? found that Asda was once again the cheapest supermarket overall, with the list costing £783.31 on average throughout June.

While Which? regularly finds Aldi and Lidl are the cheapest supermarkets overall in its monthly supermarket price comparisons, they are not included in this branded grocery analysis because they do not stock a sufficiently wide range of branded products.

Tesco shoppers using a Clubcard (£804.68), Sainsbury's customers with a Nectar card (£812.61) and Morrisons More card holders (£814.92) were the next cheapest after Asda. 

However, shoppers without loyalty cards faced significantly higher costs, with Tesco (£895.03) and Sainsbury's (£903.40) both proving more expensive than Waitrose (£871.69) and Ocado (£844.22), highlighting the stark impact loyalty pricing can have on the cost of branded groceries.

Shopping at Sainsbury's without a Nectar card was the most expensive option overall, costing 15 per cent more than Asda.

The findings also reveal substantial differences in the price of individual products. Listerine Total Care Clean Mint Antibacterial Mouthwash (500ml) recorded the largest variation, costing an average of £2.80 at Tesco with a Clubcard but £6.00 at Tesco without one - a difference of 114 per cent.

Large price differences were not confined strictly to loyalty schemes. Which? found several branded products - including Philadelphia Original Soft Cheese, Mr Kipling Angel Cake Slices, and L'Oreal Paris Elvive Hydra Conditioner (300ml) - were priced at around twice as much at the most expensive supermarket compared with the cheapest.

Of the products with the largest price differences, half were at their cheapest average price using a loyalty card, underlining the growing influence of member-only pricing on household shopping costs.

There were 167 products from Sainsbury’s on loyalty promotion through the month of our analysis, 136 at Tesco and six at Morrisons. None of the items in Which?'s analysis were subject to loyalty discounts at Waitrose. Asda and Ocado do not operate member-only pricing in the same way.

While loyalty cards can unlock substantial savings, some shoppers remain unable or unwilling to participate due to concerns around data privacy or eligibility requirements. However, following years of campaigning by Which?, Tesco has just announced that customers aged 16 and 17 can now sign up for a Clubcard on their parent or guardian's account, widening access for younger consumers.

Natalie Hitchins, Which? Head of Home Products and Services said:

"With many households still facing intense financial strain and bracing for predicted price hikes in the coming months, every penny counts. 

"Our research has previously found that 'discount loops' on certain branded items are now so frequent that shoppers should never actually pay full price for them. To avoid being caught out, consumers need to be aware of big price fluctuations, compare value across different products, and check rival retailers to ensure they are getting a genuine deal."

ENDS

Notes to editors

Research: The products with the biggest price differences

Which? compared the average price of branded groceries across supermarkets in June, including loyalty discounts where applicable, and identified the products with the largest percentage difference between the cheapest and most expensive supermarkets.

Average loyalty card prices where applicable:

Tesco with Clubcard: Listerine Total Care Mouthwash 500ml (£2.80), Philadelphia Soft Cheese 165g (£2.01), Mr Kipling Angel Cake Slices x8 (£1.85), Colgate Plax Mouthwash 500ml (£2.25), L'Oreal Elvive Bond Repair Shampoo 200ml (£11.70), Oral-B Pro Expert Toothpaste 75ml (£3.27), Ryvita Thins 125g (£1.53), Pampers Premium Protection Diapers x50 (£5.00), Dove Advanced Care Roll On 50ml (£1.75), Sensodyne Repair And Protect Toothpaste 75ml (£3.95), Mr Kipling Fruit Pie Selection x6 (£2.38), Cadbury Mini Rolls x10 (£2.50), Lynx Africa Spray 150ml (£2.50), Walkers Sensations Peanuts 150g (£2.52), Nescafé Azera Coffee 90g (£6.25).

*Sainsbury's with Nectar: Philadelphia Soft Cheese 165g (£1.62), Colgate Plax Mouthwash 500ml (£3.83), Tilda Basmati Rice 4x62.5g (£1.81), L'Oreal Elvive Bond Repair Shampoo 200ml (£8.45), Mr Kipling Mini Battenbergs 5ea (£1.88), Oral-B Pro Expert Toothpaste 75ml (£3.52), Ryvita Thins 125g (£1.25), Pampers Premium Protection Diapers x50 (£6.06), Dove Advanced Care Roll On 50ml (£2.63), Mr Kipling Fruit Pie Selection x6 (£2.73), Lynx Africa Spray 150ml (£3.56), Maltesers Pouch 158g (£2.91), Walkers Sensations Peanuts 150g (£1.75), Nescafé Azera Coffee 90g (£4.63).

Price analysis methodology

Which? analysed the price of 232 branded groceries from some of the UK's most popular brands – including Chicago Town, Dove, Kellogg’s, Mr Kipling, Nescafé and Tilda – every day throughout June 2026 to calculate an average price per item. The consumer champion then added these together to calculate each supermarket's average total price.

The list is not intended to represent a typical shopper's shop. Which? deliberately uses a large sample of products to provide robust evidence of pricing across supermarkets' branded grocery ranges.

Which? included loyalty discounts separately where they were available. It also included regular discounts but not multibuys. However, it could not include the value of points, personalised offers or other rewards because these vary between customers. The data was supplied by an independent price comparison company.

While Aldi and Lidl are regularly found to be the cheapest supermarkets overall in Which?'s monthly supermarket price analysis, they were not included in this branded grocery comparison because they do not stock a sufficiently wide range of branded products.

Right of Reply

Each supermarket included in our price analysis was given the right to reply to specific examples.

A Sainsbury’s spokesperson said many of the items where Sainsbury's had the most expensive price could be bought cheaper on Nectar Prices. 

The spokesperson added, "...with 85 per cent of sales involving a Nectar card, we’re confident our customers are getting great value when they shop with us. We are committed to delivering outstanding value on the products people buy the most, including over 700 products in the biggest Aldi Price Match on the market and our own‑brand value lines."

A spokesperson for Tesco said, “It’s no secret that Clubcard unlocks the biggest savings at Tesco – and thanks to our new Clubcard for 16-17s even more shoppers now have access to thousands of Clubcard Prices in Tesco stores each week.”

Useful links

Which? supermarket food inflation tracker shows what's happening to grocery prices

Cheapest supermarket of the month price analysis 

About Which?

Which? is the UK’s consumer champion, empowering people to make confident choices and demand better. Through our research, investigations and product testing, we provide trusted insight and expert recommendations on the issues that matter most to consumers.

Fiercely independent, we put people over profit - shining a light on unfair practices, influencing policy and holding businesses to account to make life simpler, fairer and safer for everyone.

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