ASDA has been named the cheapest supermarket for branded groceries for the third month in a row — with its everyday prices beating loyalty card deals at both Tesco and Sainsbury’s.
New research by consumer champion Which? reveals that shoppers without a loyalty card at Tesco or Sainsbury’s are paying more than they would at Waitrose – and up to 17% more than at Asda.
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The findings land a fresh blow to the major supermarkets’ loyalty schemes, which critics say are creating a two-tier pricing system that punishes shoppers who don’t sign up.
Which? crunched the numbers on 240 popular branded items — including Dolmio Bolognese sauce, Nescafé Azera instant coffee and Mr Kipling Angel Cake Slices — tracking prices every day throughout April.
Asda’s total for the basket came to £795.21, available to every shopper without any card or membership needed.
That was cheaper than even the member-only prices at Tesco with a Clubcard (£821.67 – 3% more) and Sainsbury’s with a Nectar card (£850.39 – 6% more).
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Morrisons came in at £838.15 with its More Card and £839.18 without — 5% and 6% pricier than Asda respectively.
The real sting, however, is felt by those who don’t carry a loyalty card at all.
Without one, shopping at Sainsbury’s cost £933.57 in April — 17% more than Asda.
Tesco non-members faced a bill of £912.56, some 15% higher.
Remarkably, for the third month running, that makes Britain’s two biggest supermarkets more expensive than Waitrose (£895.28) for those not signed up to a scheme.
Some individual product price gaps are eye-watering.
Colgate Plax Cool Mint Mouthwash (500ml) cost just £2 at Asda but £4.50 at both Tesco and Sainsbury’s without a loyalty card — a difference of 125%.
Listerine Total Care Mouthwash (500ml) was £2.50 at Asda but £5.60 at Sainsbury’s without a Nectar card, a 124% gap.
L’Oréal Paris Elvive Bond Repair Shampoo (200ml) was £6.50 at Asda and £13 at Sainsbury’s and Tesco for non-members — a full 100% more.
Even nappies aren’t spared.
Pampers Premium Protection New Baby Diapers (50 pack) cost £4.54 with a Tesco Clubcard but £8.70 for non-members at the same store — a 92% difference.
Waitrose, despite its upmarket image, actually came out cheapest on several items.
Dolmio Bolognese Sauce Onion and Garlic (450g) averaged £1.50 there, compared to £2.60 at Morrisons, Sainsbury’s and Tesco for those without a loyalty card — 73% more.
Sharwood’s Medium Egg Noodles (226g) were £1.36 at Waitrose but £2.10 at Tesco for non-members, a 54% difference.
Which? retail editor Reena Sewraz said: “Our latest analysis shows Asda continues to offer the lowest prices on branded groceries without shoppers needing a loyalty card.
“At the same time, the gap between the cheapest and most expensive supermarkets is growing, with some shoppers paying up to 17% more for the same basket.
“In some cases, consumers are paying double for identical products depending on where they shop and whether they have a loyalty card.”
Sainsbury’s hit back, saying 85% of its sales involve a Nectar card and that all the specific examples Which? flagged as most expensive were cheaper on Nectar Prices.
A spokesperson added: “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 Morrisons spokesperson said the chain was “working hard to keep our prices down and competitive” and pointed to its More Card perks including personalised offers and money-off coupons.
Waitrose said the analysis was “only a snapshot” and did not account for wider promotions across its range.
Which? said that Aldi and Lidl are regularly found to be the cheapest supermarkets overall but were excluded from this particular study as they do not stock a wide enough range of branded goods for a like-for-like comparison.
