Shoppers at Sainsbury’s and Tesco who skip loyalty programs like Nectar or Clubcard face the highest costs for popular branded groceries compared to Waitrose and Ocado, according to a detailed price analysis of 245 top products tracked daily throughout February.
Key Findings on Branded Goods Pricing
The study calculated average prices for household favorites including Heinz, Nescafé, Dove, Kellogg’s, and Mr Kipling across major retailers. For non-loyalty customers, Sainsbury’s topped the list at £942.66—14% above Asda’s lowest average of £823.58. Tesco followed closely at £916.56, 11% higher than Asda.
Even premium chains offered better value without cards: Waitrose averaged £899.05, just 9% over Asda and cheaper than Sainsbury’s or Tesco non-members. Ocado came in at £867.17, 5% above Asda.
Loyalty perks narrow the gap significantly. Tesco Clubcard users paid £837.43 (2% over Asda), while Sainsbury’s Nectar holders averaged £848.56 (3% more). Morrisons More card shoppers faced £858.67 (4% higher), and without it, £860.79 (5% up).
Aldi and Lidl, often the overall cheapest, were excluded due to limited branded stock.
Striking Price Differences Highlighted
Several items showed dramatic variances. Amoy Straight to Wok Noodles averaged £1.25 at Waitrose and Morrisons but £2.15 at Sainsbury’s and Tesco without cards—a 72% jump. Ryvita Thins (Sea Salt & Vinegar) hit £1.25 at Waitrose versus £2.30 elsewhere, 84% more.
Oral-B Pro Expert Toothpaste was £2.24 at Asda but £3.95 at non-card Sainsbury’s and Tesco (76% higher). Sharwood’s Medium Egg Noodles ranged from £1.28 at Asda to £2.10 at Tesco (64% more). Filippo Berio Olive Oil (750ml) cost £4.98 at Asda against £8 at Sainsbury’s (61% premium).
With cards, deals flipped: Tesco Clubcard priced Carex Hand Wash at 95p versus £1.70 at Waitrose (79% more there). Kellogg’s Crunchy Nut Cornflakes (300g) averaged £1.55 at Tesco but £2.50 at Waitrose (61% higher). L’Oréal Paris Elvive Bond Repair Shampoo doubled to £13 without Clubcard versus £6.50 with it.
Coffee saw extremes: Kenco Smooth (200g) reached £8.35 at non-member Tesco and Sainsbury’s, but £6.32 at Asda. Nescafé Gold Blend was £6.25 at Waitrose versus £8.35 at Sainsbury’s non-Nectar. Tilda Basmati Rice (4-pack) varied from £1 at Tesco non-card to £2.25 at Waitrose (125% more).
Expert Insights and Retailer Responses
Reena Sewraz, Retail Editor at consumer watchdog Which?, stated: “Our analysis reveals a shocking truth and shows the impact loyalty schemes have had on grocery pricing. Branded favourites can actually be cheaper at Waitrose than at the UK’s biggest supermarkets for shoppers who don’t use a loyalty card—something that would have seemed unthinkable until a few years ago.”
“If you’ve got your heart set on specific brands, your best bet is to shop around, keep a close eye on the unit price, and stock up whenever you see a good deal—otherwise, you’re likely to end up paying way over the odds,” she added. “While loyalty cards definitely offer some savings, if you don’t use one, you’re better off heading to Asda, where the pricing is usually cheaper on a range of branded goods.”
A Morrisons spokesperson noted: “Morrisons remains committed to providing good, honest value and we’re working hard to keep our prices down and competitive so our customers can spend less while still enjoying the quality Morrisons is famous for. In addition, our More Card members can earn Five More Points on every product in store, online and in Morrisons Daily stores and also benefit from personalised offers and money-off coupons on the things they buy the most of. Customers to our Cafés can also take advantage of a range of offers such as our Kids Eat Free promotion, which runs every day, or free refills on all hot drinks.”
A Sainsbury’s spokesperson responded: “We have invested over £1 billion in recent years to help keep prices low and we know more customers are choosing to do their shop at Sainsbury’s. We are committed to helping customers access great quality at lower prices and remain focused on offering outstanding value across thousands of products through our Aldi Price Match scheme, Nectar Prices, Your Nectar Prices and our own-brand value lines.”
