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Most Expensive UK Supermarket for Branded Goods Named and It's Not Waitrose
Which? found non-loyalty shoppers at Waitrose paid less on average than those at Tesco and Sainsbury's, with some items up to 84% cheaper, based on 245 branded products.
- A Which analysis of 245 branded products in February found non-loyalty shoppers often pay less at Waitrose than at Tesco or Sainsbury's, challenging the perception that Waitrose is consistently the most expensive option.
- Big supermarkets began offering loyalty discounts following profiteering concerns in late 2021, creating a "dramatic price gulf" for non-members. Retail Editor Reena Sewraz at Which noted branded items can be cheaper at Waitrose, a trend "unthinkable until a few years ago."
- A 200g jar of Kenco Smooth costs £8.35 for non-members at Tesco and Sainsbury's, compared to £7.00 at Waitrose. Tilda boil-in-the-bag basmati rice was 125% more expensive at Waitrose than at Tesco without a loyalty card.
- For shoppers without a loyalty card, Asda remains the cheapest destination at £823.58 for the 245 branded products studied. Non-loyalty totals reached £942.66 at Sainsbury's and £916.56 at Tesco, 14% and 11% higher respectively.
- Despite 55 per cent of shoppers suspecting "usual" prices are raised to boost loyalty appeal, the Competition and Markets Authority reported in November 2024 that 92 per cent of loyalty deals offered genuine savings. The agency urged retailers to broaden access to these schemes.
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Tesco and Sainsbury's shoppers paying more than Waitrose without Clubcard and Nectar loyalty schemes
Shoppers at Tesco and Sainsbury's who decline to use loyalty cards are being charged more for branded products than customers at Waitrose, according to research by the consumer watchdog Which?.The organisation examined 245 branded items, including products from Heinz, Nescafe and Mr Kipling, during February.Sainsbury's emerged as the most expensive option for those without a Nectar card, with the basket of goods costing £942.66, with some 14 per…
·London, United Kingdom
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Coverage Details
Total News Sources19
Leaning Left8Leaning Right3Center7Last UpdatedBias Distribution44% Left
Bias Distribution
- 44% of the sources lean Left
44% Left
L 44%
C 39%
R 17%
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