Asda has been named the cheapest UK supermarket for branded products for the fifth consecutive month, according to new research from consumer group Which?. The study, which analysed 232 popular branded items including Heinz beans, Nescafé coffee, and Mr Kipling cakes, found that Asda's average total for June was £783.31, undercutting major rivals Tesco and Sainsbury's.
Price Differences Without Loyalty Cards
Which? found significant price variations depending on whether shoppers used loyalty cards. Tesco customers with a Clubcard paid an average of £804.68, while Sainsbury's Nectar card holders spent £812.61, and Morrisons More card users paid £814.92. However, without a loyalty card, Tesco shoppers would pay £895.03 and Sainsbury's customers £903.40 — both considerably more than Waitrose (£871.69) and Ocado (£844.22).
Largest Price Gap on Mouthwash
The biggest price difference was found on Listerine Total Care Clean Mint Antibacterial Mouthwash (500ml), which cost an average of £2.80 at Tesco with a Clubcard but £6.00 without one — a 114% increase. Of the products with the largest price differences, half were at their lowest average price using a loyalty card.
Natalie Hitchins, head of home products and services at Which?, said: "With many households still facing intense financial strain and bracing for predicted price hikes in the coming months, every penny counts. Our research has previously found that 'discount loops' on certain branded items are now so frequent that shoppers should never actually pay full price for them. To avoid being caught out, consumers need to be aware of big price fluctuations, compare value across different products, and check rival retailers to ensure they are getting a genuine deal."
Why Aldi and Lidl Are Not Included
Although Aldi and Lidl are regularly named the cheapest supermarkets overall by Which? in its monthly comparisons, neither is included in the branded research because they do not stock a wide range of well-known branded items. The study focused exclusively on branded products, not own-brand alternatives.
