Overview
- Asda led Which?’s latest 240-item branded basket, costing £795.21, with Sainsbury’s 17% higher and Tesco 15% higher for shoppers without loyalty cards.
- Asda’s shelf prices undercut member deals, coming in 3% cheaper than Tesco’s Clubcard basket at £821.67 and 6% cheaper than Sainsbury’s Nectar basket at £850.39.
- For non-members, Tesco and Sainsbury’s were pricier than Waitrose on branded items, with Waitrose’s comparable basket at £895.28.
- Which? flagged stark single-item gaps, including Colgate Plax mouthwash at £2 in Asda versus £4.50 at Tesco and Sainsbury’s for non-members, and Pampers 50-pack nappies at £4.54 with a Tesco Clubcard versus £8.70 without.
- The study left out Aldi and Lidl because they stock fewer branded goods, and its fixed 240-item sample offers a snapshot as scrutiny of supermarket pricing continues after a 2024 regulator review of loyalty pricing.