Where can I get branded items for less?

Even when money is tight, many of us will cling to at least some of our favourite brands, so it’s worth knowing where you can find the best deals.

Consumer group Which? has compared the prices of 241 popular items from brands like Nescafé, Heinz, Colgate, Kellogg’s and Dove.

Overall, Asda was found to be the cheapest, with the basket adding up to £813.16 in March.

It was followed by:

• Tesco (including loyalty discount) - £824.62
• Sainsbury’s (including loyalty discount) - £849.08
• Morrisons (including loyalty discount) - £860.03
• Ocado - £889.43
• Waitrose - £902.83
• Tesco - £911.64
• Sainsbury’s - £933.82

A loyalty card makes a difference

Although Asda is the cheapest overall without a loyalty card, one thing that jumps out from the figures is the difference that having a loyalty card can make at some supermarkets.

These items cost 10.6% more at Tesco if you don’t have a Clubcard.

And they’re 10% more expensive at Sainsbury’s without a Nectar card.

So if you shop at Tesco or Sainsbury’s regularly and want to save a few pennies, it could be worth signing up for their loyalty scheme.

“More than four in five of the items flagged in this report were cheaper on Nectar Prices,” said a Sainsbury’s spokesperson.

“Our customers know a good deal when they see one.”

A Tesco representative added: “It is no surprise that Clubcard Prices deliver great value for customers, and with more than 80% of sales involving a Clubcard there are millions of people taking advantage of this every week.” 

Why weren’t Aldi and Lidl on the list?

You might also have noticed that Aldi and Lidl weren’t included in the list, even though they’re consistently named the cheapest supermarkets overall.

But that’s because they offer a relatively limited range of branded items.

And for that reason, they weren’t included in this comparison.

It’s almost an acknowledgement of the genuine competition and alternative they offer that both Tesco and Sainsbury offer an Aldi Price Match promotion.

Shops are a ‘lottery’ for brand-loyal consumers

Commenting on the figures, Reena Sewraz of Which? said the current market is “a bit of a lottery” if you’re loyal to specific brands.

“You could easily end up paying double for the exact same jar of coffee or bag of rice depending on where you shop,” she commented.

“While membership cards offer targeted discounts, Asda’s straightforward pricing is proving more reliable for fans of big brands who want to keep their grocery bills under control without the need for a card."

What else can I do to keep costs down?

As well as shopping around for the best deals, it’s a good idea to create a budget.

By keeping an eye on how much money you’ve got coming in and going out, you can prioritise your spending and know how much you can afford.

We’ve also put together some handy tips on how to keep the cost of your weekly shop down, which could help your money go further.