Recent study by market analysts Nielsen revealed that many budget chains in the UK are selling everyday items up to £25 cheaper than traditional supermarkets. Nielsen compared around 20 everyday items from the UK supermarkets and budget chains and found many of these items were sold cheaper in budget chains- even cheaper than discounters Aldi and Lidl. The study, analyzing the shopping habits of 15,000 households in the UK revealed that customers who regularly shops at bargain chains spend less when they shop at leading stores.
Waitrose was found to be the most expensive with a bill of £58.85 followed by Marks and Spencer with £58.19. Lidl was the cheapest costing just £38.41, followed by Aldi at £39.11. Among the big four supermarkets in the UK, Morrisons was found to have the cheapest bill of £51.65, followed by Asda at £51.73, Tesco with £53.39 and Sainsbury’s with £55.85. Coop was cheaper than Iceland with a bill of £49.16.
The everyday items compared included batteries, tea, soft drinks among other things but were not like-for-like basket. The assortment of 20 everyday items which was sold at Sainsbury’s for £55.85 retailed at £31.28 at stores like Poundland and B&M. If one chose discounters like Aldi and Lidl, it costs £15 less than what would have been in Tesco or Asda.
A Nielsen spokesman said: “Discounters carry a range of up to 2,000 lines, whereas larger supermarkets carry a range of 25,000 to 30,000 items, from value to premium lines. “And, therefore, shoppers generally purchase private label items from discounters whereas purchases from larger supermarkets contain a wider range of items, from private label to brand to premium.”
Many supermarkets were furious over the study labeling it “misleading” since it was not a like-for-like comparison. A Sainsbury’s spokeswoman said: “We don’t believe the methodology used offers a true comparison and can reassure our customers we always aim to deliver the best quality and value.”