Asda Tops UK for Branded Groceries, Beating Tesco and Sainsbury's Without Cards
Asda Tops UK for Branded Groceries, Beating Tesco and Sainsbury's Without Cards
Asda is named cheapest for branded groceries without loyalty cards, with big gaps vs Tesco and Sainsbury’s in non-member shopping.
Which? has named Asda the cheapest supermarket for branded groceries for the third month running, when shoppers pay without loyalty cards. The analysis of 240 branded items shows Asda's standard prices totalled £795.21, beating Tesco and Sainsbury’s non-member baskets by around 15% and 17% respectively. Waitrose is often cheaper for individual items, but Asda overall beats these stores for the non-member shopper. Morrisons sits between, slightly more expensive on average than Asda when using a More card, and a bit more without one.
In a real-world snapshot of everyday products, some price gaps are striking. Colgate Plax Cool Mint Mouthwash 500ml cost £2 at Asda, but £4.50 at both Tesco and Sainsbury’s without a loyalty card — a difference described as a 125% premium at those rivals. A 50-pack of Pampers Premium Protection New Baby Diapers costs £4.54 with a Tesco Clubcard but £8.70 for non-members, a 92% difference that highlights how loyalty programs can tilt value—though Asda’s non-member price remains lower overall.
The analysis also noted that Waitrose, while pricier on many general-brand items, can be cheaper for specific products. For example, Dolmio Bolognese Sauce Onion And Garlic 450g averaged £1.50 at Waitrose, compared with £2.60 at most other supermarkets for non-members, a 73% gap. And while Asda led on the overall branded basket for non-members, the study found that several items still skew Waitrose’s way on a product-by-product basis, underscoring a nuanced picture of value across the market.
Overall, the findings show that shoppers without loyalty cards can often secure better prices at places like Asda, with significant savings on high-profile items. The report also suggests membership perks at Tesco, Sainsbury’s, and others can narrow some gaps, but for plain-branded groceries, Asda’s everyday prices frequently outpace the loyalty-card deals at the UK’s biggest chains.
