Shoppers at Sainsbury’s and Tesco pay the highest prices for popular branded products when skipping loyalty schemes like Nectar or Clubcard, recent analysis of February prices reveals. The study tracked average daily costs for 245 branded items from brands including Heinz, Nescafé, Dove, Kellogg’s, and Mr Kipling across major supermarkets.
Non-Loyalty Prices Lead to Surprising Rankings
Without loyalty cards, Sainsbury’s non-Nectar customers face the steepest bill at £942.66 for the basket, 14% above Asda’s £823.58. Tesco non-Clubcard shoppers pay £916.56, 11% more than Asda. Surprisingly, premium chains like Waitrose (£899.05) and Ocado (£867.17) offer better value for non-members than the big two.
Aldi and Lidl, often the cheapest overall, were excluded due to limited branded stock. Morrisons without More card totals £860.79, while with it drops to £858.67.
With Loyalty Schemes, Savings Emerge
Loyalty programs narrow the gap significantly. Tesco Clubcard users pay £837.43, just 2% over Asda. Sainsbury’s Nectar holders average £848.56, 3% above Asda. Some branded items even hit lowest prices with Tesco’s card, like Carex Hand Wash at 95p versus £1.70 at Waitrose—a 79% difference.
Stark Price Variations Across Products
Amoy Straight To Wok Noodles average £1.25 at Waitrose and Morrisons but £2.15 at Sainsbury’s and Tesco without cards—72% higher. Ryvita Thins cost £1.25 at Waitrose, soaring to £2.30 elsewhere without loyalty (84% more).
Oral-B Pro Expert Toothpaste hits £2.24 at Asda but £3.95 at non-card Sainsbury’s and Tesco (76% markup). Filippo Berio Olive Oil (750ml) is £4.98 at Asda versus £8 at Sainsbury’s non-Nectar (61% pricier). Kenco Smooth coffee (200g) reaches £8.35 without Tesco or Sainsbury’s cards, compared to £6.32 at Asda.
Nescafé Gold Blend averages £6.25 at Waitrose, but non-Nectar Sainsbury’s shoppers pay £8.35. L’Oreal Paris Elvive Shampoo doubles to £13 without Tesco Clubcard versus £6.50 with it.
Price Ranking Table
| Supermarket | Average Cost | % Over Asda |
|---|---|---|
| Asda | £823.58 | – |
| Tesco (Clubcard) | £837.43 | 2% |
| Sainsbury’s (Nectar) | £848.56 | 3% |
| Morrisons (More) | £858.67 | 4% |
| Morrisons | £860.79 | 5% |
| Ocado | £867.17 | 5% |
| Waitrose | £899.05 | 9% |
| Tesco | £916.56 | 11% |
| Sainsbury’s | £942.66 | 14% |
Expert Analysis
Retail editor Reena Sewraz noted: “Analysis shows the impact loyalty schemes have on grocery pricing. Branded favorites can be cheaper at Waitrose than the UK’s biggest supermarkets for shoppers without a loyalty card—something unthinkable until recently.”
She added: “If you prefer specific brands, shop around, check unit prices, and stock up on deals—or risk overpaying. Without a card, Asda often proves cheapest for branded goods.”
Supermarket Responses
A Morrisons spokesperson said: “Morrisons remains committed to good value, working to keep prices competitive. More Card members earn five points per product, get personalized offers, and enjoy café deals like Kids Eat Free daily.”
A Sainsbury’s representative stated: “We’ve invested over £1 billion recently to lower prices. More customers shop with us, and we focus on value through price matching, Nectar Prices, and own-brand lines.”
