Asda loses top spot as UK’s cheapest supermarket for a ‘big shop’

For the first time in over three years, Asda has been dethroned from its spot as the UK’s cheapest supermarket for a ‘big shop’.

In July 2023, Aldi has been named the country’s cheapest for a smaller basket, and Morrisons has emerged as the leader for the larger trolley of goods.

Consumer champion Which? conducted a comprehensive monthly analysis, comparing average prices of popular groceries at eight major UK supermarkets, and a larger trolley of groceries at six, including big-brand products.

Aldi’s basket of goods cost an average of £71.22 across July, closely followed by Lidl at £72.60. Waitrose was the most expensive, at £87.24.

Morrisons overtook Asda for the first time since January 2020, with the average cost for a larger trolley of 135 items being £341.92, just 22p cheaper than Asda.

The analysis demonstrates that shoppers can make considerable savings depending on where they shop. However, with rising prices even in budget ranges, Which? believes supermarkets must do more to assist customers.

Morrisons has taken the lead by committing to stock 40 budget items in smaller convenience stores, but the consumer champion urges other supermarkets to follow suit.

Clear unit pricing and the stocking of essential budget lines supporting a healthy diet are key areas of focus.

Which? is calling on the government to act urgently, working with supermarkets to secure changes that could make a real difference to millions struggling to afford food.

Natalie Hitchins, Which? Head of Home Products and Services, expressed concern for households squeezed by the cost of living crisis.

She praised Aldi’s continued affordability but pointed out that supermarkets must do more to ensure easy access to affordable food.

She said: “Households up and down the country are having their budgets squeezed by the cost of living crisis and our latest research shows that once again Aldi is the cheapest supermarket.

“For a larger trolley of items, Asda has been knocked off its perch as the cheapest option for the first time in several years with Morrison pipping it to the post for value.

“Which? believes that supermarkets are currently failing to adequately help shoppers during the current crisis.”

They must ensure everyone has easy access to basic, affordable food ranges at a store near them – including providing a range of essential budget lines that support a healthy diet in smaller convenience stores where they have them.”

“They must also provide transparent and comparable pricing so people can easily work out which products offer the best value.”

[Source: Which?]