February 2020
Featured in this insight: Consumer goods & FMCG , Financial services, Food & drink, Retail
Sainsbury's was the cheapest supermarket of 2019, according to Which? poll: An annual piece of research conducted by Which? has found that Sainsbury's was the cheapest supermarket of 2019.
The conclusion was reached after the consumer group analysed findings from its year-long tracker recording the prices of branded items at six major supermarkets.
The study tracked 53 FMCG items including soft drinks, toiletries and cleaning products as well as bread, cheese and cereals.
Shoppers at Sainsbury's had the cheapest bill overall with their shopping trolley costing £107.01 on average per month, followed by Asda (£107.65), Morrisons (£109.13), and Tesco (£112.40). Ocado was second from bottom at £116.40, followed by Waitrose which fared worst with a monthly total of £117.91.
According to the findings, Waitrose shoppers paid 10% more than Sainsbury's shoppers did for the same goods, which equates to paying £129.60 more across the year.
Last year's survey and omissions
Last year, the same survey found Morrisons to be the cheapest supermarket, followed by Asda and then Sainsbury's.
If you're wondering why budget supermarkets, Aldi and Lidl were not included in the price comparison, Which? says it is because they do not sell their full ranges online - a condition of the study.
Cost of buying the 53 branded items each month (on average across 12 months)
- Sainsbury’s, £107.01
- Asda, £107.65
- Morrisons, £109.13
- Tesco, £112.40
- Ocado, £116.40
- Waitrose, £117.81
