Waitrose cheaper on branded items, Which? reveals price edge over Tesco and Sainsbury’s
Waitrose cheaper on branded items, Which? reveals price edge over Tesco and Sainsbury’s
Which? finds Waitrose often cheaper on branded staples in February across 245 items, challenging Tesco and Sainsbury’s non-loyalty pricing.
A new price comparison by Which? highlights a retail twist many shoppers will appreciate: Waitrose often comes in cheaper on a wide range of branded items when it comes to non-loyalty prices. The study, which looked at 245 branded items including Heinz, Nescafe and Mr Kipling, examined February prices to see where UK supermarkets stand for everyday branded goods. The results suggest Waitrose can offer lower sticker prices on a significant portion of these items, potentially giving cost-conscious shoppers a stronger option beyond loyalty card discounts.
The focus of the comparison was on non-loyalty prices—the regular prices customers encounter without pulling a loyalty card or hunting for special promotions. In many cases, Waitrose undercut Tesco and Sainsbury’s on branded staples, painting a different picture from what some shoppers might expect when chasing loyalty rewards. The findings emphasize how price positioning can vary across large grocery chains, even when selling the same well-known brands.
Analysts and consumer commentators may use these results to advise browsing beyond the usual supermarket trio, especially for shoppers who frequently buy branded products. While Waitrose showed a price edge in numerous items, the study also notes that price dynamics can differ by product category, and some branded items may still be more expensive at Waitrose depending on the item and time. The overall message for shoppers is clear: compare unit prices and not just shelf price, as where you shop can influence your weekly outlay on branded goods.
Ultimately, these findings add to the ongoing conversation about value in UK grocery shopping, suggesting that while loyalty programs matter, fundamental non-loyalty pricing remains a powerful factor in where shoppers choose to buy branded staples.
