Tag: groceries

Which? exposes supermarket pricing secrets that could lead to you paying over the odds

Shoppers could be paying almost four times more than they need to for the same branded grocery products at certain times, Which?’s biggest ever supermarket pricing investigation has found.

The consumer champion analysed more than a million prices for 493 branded grocery items at six major supermarkets – Asda, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose – throughout 2020. 

The investigation revealed not just the pricing secrets that mean shoppers could be paying over the odds for the same products depending on the days they shop, but also the types of grocery products that fluctuate the most when it comes to price, as well as the supermarket that almost always beats its rivals when it comes to the cost of branded groceries 

Lavazza Qualita Rossa Ground Coffee (250g) at Ocado had the most dramatic price difference, as the investigation found shoppers could pay almost four times more for the same product on different days.

It was at its cheapest price of £1.30 for 63 days in 2020, however for more than a third of the year (130 days), it cost an eye-watering £5 – a 284 per cent difference for the same product. Ocado said this price fluctuation was an error that has now been corrected.

The price for Müller yogurts illustrates the so-called “high-low” tactic used by many supermarkets – when prices are dramatically hiked and then slashed at regular intervals.

For example, Müller Light Greek Luscious Lemon yogurts fluctuated substantially at Sainsbury’s during 2020, flipping between £1 and £2.75 – a 175 per cent price difference – at roughly three-week intervals. The same product was also available for £1 or less in at least one of the major supermarkets for about 85 per cent of the year.

Other products that saw significant price variations included Carte D’Or Vanilla Ice Cream and Loyd Grossman Tomato and Basil Sauce at Asda – with prices fluctuating by 133 per cent and 125 per cent respectively. 

At Morrisons, shoppers could pick up a bottle of Shloer’s Red Grape Juice Drink for just £1 on a good day, however it cost more than double (£2.25) on other days – representing a 125 per cent increase.

Which? also found there were price variations of 122 per cent for Jordans Country Crisp Four Nut Cereal at Tesco. Shoppers could sometimes pay just £1.35, yet on other days the same pack was more than double the price at £3. 

The investigation also analysed pricing at a category level, looking at 19 areas from chocolates to cheese, and found the price for branded cakes and biscuits fluctuated by 48 per cent on average – more than any other category.

In this category, Which? analysed the price of 14 products and found a 10-pack of Cadbury Chocolate Mini Rolls at Asda had the biggest price difference. It cost just £1.20 at its cheapest but was more than double the price at £2.60 on certain days. 

Shoppers should also keep a close eye on the price of juices and smoothies, as prices in this category varied by 41 per cent on average. This was followed by cooking sauces (38%), crisps (36%) and cereal (35%). 

Across all 19 categories analysed, Asda had the lowest average prices for branded groceries, making it the best option for shoppers who prefer branded items but do not want to pay over the odds. 

Waitrose was the most expensive supermarket for branded items in eight categories including energy drinks, ice cream and tea, and Ocado for seven categories including juice drinks, coffee and cheddar.

Almost all the products in the investigation varied in price and could be found discounted at one or more supermarkets at any time. However, a Which? survey found one in five shoppers are confused by grocery promotions and the majority (73%) would prefer consistently low prices. 

While Aldi and Lidl were not featured in the investigation as they stock fewer branded goods, they have won legions of customers by focusing on consistently low prices rather than deals and discounts. In Which?’s monthly price analysis, the cheapest supermarket is invariably either Aldi or Lidl.

Ele Clark, Which? Retail Editor, said: “Our research reveals just how wildly food and drink prices can fluctuate from day to day, meaning people are at risk of massively overpaying for branded groceries depending on when and where they shop. 

“We would recommend keeping an eye on the prices of your favourite products and stocking up when they’re discounted to avoid paying over the odds.”

Please see a link below for the average price fluctuation for all 19 categories: 

https://infogram.com/1pddv32knm3wngimz1972prnlkhkzqkzll2?live

FIVE TIPS TO HELP YOU SAVE

  • Don’t pay full price – If you regularly buy non-perishable branded groceries such as crisps, cereal and tins of soup, make sure you stock up when they’re discounted and avoid paying full price for them. 
  • Shop around – Although they don’t offer online grocery shopping, Aldi, Lidl, Home Bargains, Wilko and others often offer good deals on branded products too. It’s also worth trying own-label alternatives, which can offer great quality at even better prices.
  • Watch out for pricing tricks – Discounts are great but don’t be manipulated by other pricing tricks. The strawberries may be on offer but what about the price of the upmarket pouring cream temptingly positioned next to it?
  • Scrutinise price-matching claims – Sainsbury’s and Tesco both shout about their Aldi price-matching schemes, but they actually only cover a limited range of products, so the total cost of your shopping may still be higher than it would be at Aldi. 
  • Take advantage of supermarket loyalty scheme discounts – Lidl Plus and Tesco Clubcard are just two examples of supermarket loyalty schemes offering exclusive discounts to members.

Which? awards various endorsements to supermarkets: 

  • Lidl was awarded Cheapest Supermarket of 2020 – link here. 
  • Waitrose won the Which? Award for Supermarket of the Year in 2020 – link here.
  • Aldi was named the UK’s favourite in-store supermarket for 2021 in Which?’s annual satisfaction survey – link here. 
  • Sainsbury’s was the highest-scoring online supermarket of 2021 in Which?’s annual satisfaction survey and was also named a Which? Recommended Provider for its online services – link here.
  • Aldi was awarded the Cheapest Supermarket for April – link here.

An Asda spokesperson said: “We have a long heritage in providing customers with the brands they love at the best possible prices and we’re really pleased the Which? survey found that Asda is the cheapest supermarket for branded products.

“Investing in price to provide even greater value for customers when they shop remains our key strategic priority. In tandem with everyday low prices, we are also focussed on a number of other price investments to deliver great value, including our regular rollbacks and price lock events, where prices are reduced across thousands of food and non-food categories.”

A Sainsbury’s spokesperson said: “We’re committed to offering our customers the best possible quality and value and prices fluctuate up and down for a variety of reasons.

“Our Price Lock and Sainsbury’s Quality Aldi Price Match campaigns ensure customers can feel confident they are getting the best possible prices at Sainsbury’s, while not compromising on quality.”

An Ocado spokesperson said: “Ocado is committed to offering customers the best range, service and value in the market. As part of this commitment, we are proud to offer over 49,000 products – more than any other supermarket.

“Our Value Delivered range offers hundreds of everyday items at low prices. The fluctuation in price for the Lavazza product was due to a technical error and has since been resolved. The regular price is now back in place and is in line with most other major grocery retailers.” 

Morrisons, Tesco and Waitrose did not provide a comment. 

Supermarket convenience store shoppers spend £320 more a year on their groceries

Sainsbury’s Local and Tesco Express customers are paying up to £320 and £280 respectively more a year than those who shop at larger stores for the same items, new Which? analysis has revealed.

The coronavirus pandemic has had a significant impact on consumers’ shopping habits, with many people avoiding large supermarkets in favour of shopping online or using convenience stores near their homes.

But while convenience stores have been a lifeline for many people during the pandemic, they are not the most economical way for consumers to shop as prices tend to be higher. 

More than half (51%) of Which? members surveyed who used convenience stores said cost was one of their biggest bugbears.

To determine how much more customers could be spending at supermarket convenience stores compared to their larger stores, the consumer champion analysed the average weekly price of 48 own-label and branded groceries for five months in 2020 across the two largest convenience chains – Sainsbury’s Local and Tesco Express – and compared it with the cost of the same items at their supermarket counterparts.

Which? found customers could be paying 9.5 per cent more a year (£322) at Sainsbury’s Local than they would at a regular Sainsbury’s supermarket.

On average, the shopping list of 48 items, which included Napolina Chopped Tomatoes and McVities Ginger Nut biscuits, cost £71.26 a week at Sainsbury’s Local compared to £65.08 at a Sainsbury’s supermarket – an average weekly difference of £6.18 and £322 annually.

Which? also found Tesco Express customers could be paying 8.4 per cent (£279) more a year compared to those that shop at a larger Tesco supermarket. The shopping basket of 48 items would cost £69.12 at Tesco Express compared to £63.75 at a Tesco supermarket – a difference of £5.37 a week and £279 annually, on average.

At Sainsbury’s the products with the biggest price difference were a 400g can of Napolina Chopped Tomatoes, which was a third more expensive at Sainsbury’s Local, and a 250g packet of McVitie’s Ginger Nut Biscuits, which was just over a quarter pricier at a Sainsbury’s Local store compared to a larger supermarket.

A number of Tesco own-label products were a quarter (23%) more expensive in Express stores than in supermarkets, including Tesco 0% Fat Greek Style Yogurt (500g) and Tesco Orange Juice With Bits, Not From Concentrate (1lt).

In some cases, however, products were the same cost or even a fraction cheaper in the convenience store. For example, a 500ml bottle of Flash spray with bleach was the same price (£1) at Sainsbury’s Local, Tesco Express and the supermarkets, while McVities Digestives were on average 1p cheaper in the smaller stores.

Which? shared its findings with Sainsbury’s and Tesco. Sainsbury’s said that product price is influenced by a variety of factors including special offers, while Tesco said that rents, rates and operating costs are higher in built-up areas.

The use of convenience stores increased during the first lockdown, offering an alternative for those who preferred not to travel or queue for supermarkets and – particularly in the case of local stores that launched delivery services – a lifeline to vulnerable and shielding people.

A Which? members survey found three in five (61%) had shopped at Costcutter between one and three times a month in the eight months after the first nationwide lockdown began in March, compared to less than one in 10 (7%) before the pandemic.

Similarly, one in five (20%) had shopped at a Co-op four to six times a month since spring 2020, compared to just 12 per cent before lockdown.

Natalie Hitchins, Head of Home Products and Services at Which?, said: “Convenience stores have been a huge help to many of us during the pandemic. However, our research shows that shoppers who rely solely on supermarket convenience stores, rather than their larger stores for their groceries, are paying a premium.

“Customers will generally get more for their money at larger supermarket stores, but for some products, the price difference may not be significant, so it is always worth checking prices to make sure you are getting the best deal.”

Average weekWeek with
greatest difference		Average annual cost
and difference
Sainsbury’s
Main store£65.08£62.85£3,384
Local store£71.26£73.05£3,706
Difference£6.18£10.20£322
Tesco
Main store£63.75£61.96£3,315
Express store£69.12£70.81£3,594
Difference£5.37£8.85£279

A Sainsbury’s spokesperson responded: “We’re committed to offering our customers the best possible value.

“The price of our products is influenced by a range of factors, including promotions which can vary between Sainsbury’s supermarkets and convenience stores.”

A Tesco spokesperson said: “Our Tesco Express stores are mainly in built-up areas where unfortunately rents, rates and the operating costs for these stores are higher.

“The difference in prices of some products reflect these increased costs, but our prices remain competitive as we strive to offer great value to our customers.”

Over a thousand new jobs created to fulfil ‘Morrisons on Amazon’ orders

– Roles being advertised focus on picking and packing Morrisons on Amazon orders –

Morrisons is creating over 1,000 permanent jobs to fulfil orders for its services on Amazon.co.uk and Amazon Prime Now.

Morrisons is recruiting the colleagues to help pick and pack customer orders from over 50 stores, covering most major cities and many towns.

Customers are looking for different ways to access grocery home deliveries and Morrisons on Amazon (an Amazon.co.uk service) and the Morrisons Store on Amazon Prime Now (accessible via the Prime Now site and app) provide Prime members with a way of getting free-of-charge same-day grocery delivery. 

Orders are placed on Amazon, before being picked in store by Morrisons employees and packed in a dedicated area. From there, the shopping is collected by Amazon Flex Delivery Partners and delivered to the customer within a two-hour delivery window on the same day.

The ‘Customer Assistant – Pick and Pack’ roles are available in over 50 stores across the country. Successful candidates will work as part of a Delivery team in stores, ensuring that orders are picked and packed correctly and customer service standards are maintained.

Hannah Horsfall, Head of Amazon at Morrisons, said: “At Morrisons, we’re doing everything we can to ensure everyone can order our great value food and have it delivered to their doorstep.

“We’re looking for team players, with good customer service skills that can play their full part in helping to feed the nation.”

All jobs are advertised on the Morrisons Jobs website: https://www.morrisons.jobs/ – search for pick and pack.

Sainsbury’s – Asda merger deal blocked by regulator

The Competition and Markets Authority has blocked the £14 billion Sainsbury’s – Asda merger after finding it would lead to increased prices in stores, online and at many petrol stations across the UK. Sainsbury’s say the regulator’s rebuff will take £1 billion in savings from customers’ pockets.  Continue reading Sainsbury’s – Asda merger deal blocked by regulator