Customers at Tesco and Sainsbury’s may be paying more for their groceries than shoppers at Waitrose, new research has revealed.
Those who do not use loyalty schemes at the two stores could be looking at higher prices for common branded groceries, analysis by Which? has found.
The consumer champion compared 245 branded items in February, including popular products from Heinz, Nescafe, and Mr Kipling, to draw its findings.
Sainsbury’s non-Nectar members paid £942.66 for the basket of items, 14 per cent more than the cheapest retailer in the study, Asda, where the same items cost £823.58. Tesco’s non-Clubcard price was £916.56, 11 per cent higher than Asda.
Waitrose, surprisingly, emerged as a “more competitive option” for these branded goods, with its basket priced at £899.05, only 9 per cent more than Asda.
The results may come as a surprise to shoppers, with Waitrose consistently found to be one of the UK’s more expensive supermarkets in comparisons.
While many shoppers will have joined their supermarket membership scheme, Which? said some may be unwilling to sign up to loyalty cards for reasons such as data privacy, while others have no choice because of eligibility criteria.
Tesco customers who are under 18 cannot sign up to a Clubcard, although the supermarket has announced it will review this before the end of the year.
Which? found several products that were cheaper at Waitrose, including Amoy Straight To Wok Noodles, which were on average £1.25 at both Waitrose and Morrisons but most expensive at Sainsbury’s and Tesco without a loyalty card at an average of £2.15 – a 72 per cent difference.
Sea salt and vinegar Ryvita Thins were also cheapest on average at Waitrose at £1.25, but shoppers buying this product at Morrisons, Tesco, and Sainsbury’s without a loyalty card would all have paid an average of £2.30, making them 84 per cent more expensive.
For customers with a Clubcard, Which? found that the same list of groceries at Tesco fell to £837.43 on average – just 2 per cent more expensive than Asda.
Which? retail editor Reena Sewraz said: “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.”
A Sainsbury’s spokesman said: “We have invested over £1bn 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 own-brand value lines.”
A spokesman for Tesco said: “It’s no secret that Tesco Clubcard unlocks exceptional savings for the 24 million UK households who have one.
“More than 80 per cent of our sales are made with a Clubcard – but it’s just one of the ways our customers get great value.
“Through everyday low prices, we keep prices consistently low on thousands of branded products, and our Aldi price match ensures shoppers can be confident they’re getting competitive prices.”
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