Where to get branded items for less

Even if you’re watching the pennies, you might still pop one or two of your favourite branded items in the shopping trolley. If that’s you, make sure you know where you can find the best deals.

Consumer group Which? has compared the prices of 224 items from brands like Heinz, Nescafe, Mr Kipling, Oral-B and L’Oreal.

Overall, Asda was found to be the cheapest place to get branded items, with the basket adding up to £769.80 in July.

It was followed by:

• Tesco (including loyalty discount) - £781.07
• Morrisons (including loyalty discount) - £799.24
• Sainsbury’s (including loyalty discount) - £801.48
• Morrisons - £804.15  
• Ocado - £821.29
• Waitrose - £851.82
• Tesco - £873.66
• Sainsbury’s - £881.88

"With many households still facing intense financial strain and bracing for predicted price hikes in the coming months, every penny counts and Asda is the most consistent for affordable branded goods,” said Natalie Hitchins of Which?

Shop around for good deals

If you don’t live near an Asda, it could be worth taking the time to research the market.

“To avoid being caught out, consumers should try to look out for big price fluctuations, compare value across different products, and check rival retailers to ensure they are getting a genuine deal,” Ms Hitchins said.

She added that some branded items are on offer so frequently that shoppers “should never actually pay full price for them”.

What difference does a loyalty card make?

It’s notable that Asda is ranked the cheapest overall without a loyalty card, as it’s clear that having one can make a big difference to your shopping bill at other supermarkets.

For example, branded items cost nearly 11.9% more at Tesco if you don’t have Clubcard, and 10% 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.

Why weren’t Aldi and Lidl on the list?

You might have spotted that Aldi and Lidl aren’t on the list, even though they’re often named the cheapest supermarkets overall.

But Which? didn’t include them in the study because they offer a relatively limited range of branded items.

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

“Our customers know they can get great value by using a Nectar card when they shop with us, which is why 85 per cent of our sales involve one,” a Sainsbury’s spokesperson said.

A Tesco representative added: “Clubcard prices unlock the best value at Tesco with thousands of deals in store and online each week.”

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.

If you know how much money is coming in and going out, you can prioritise your spending and work out what you can afford to spend.

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.