One discount retailer has once again secured the top spot as the UK’s most affordable supermarket, amid a backdrop of rising food inflation that continues to place mounting pressure on household budgets.
In the four weeks to April 20, prices on everyday grocery items continued to climb, driven in large part by a sharp rise in chocolate costs.
The latest analysis from Which? highlights how price-conscious consumers are responding to changing market conditions.
Reporting from GB News supports these findings, noting a surge in demand for loyalty schemes and budget retailers. The widening impact of inflation signals continued challenges for households managing essential food purchases.
Aldi Maintains Price Lead in Supermarket Comparison
Consumer group Which? found that Aldi offered the lowest average price basket at £133.73 for 79 branded and own-label items in April. The study, which included Tesco, Sainsbury’s, Asda, Lidl, Morrisons, Ocado and Waitrose, factored in loyalty pricing and special offers, excluding multi-buy deals.
This marks the fourth consecutive year Aldi has been named the cheapest supermarket, securing the title every month since 2022. Lidl followed closely, with a comparable basket costing £134.40 with the Lidl Plus card or £134.43 without—a price difference of only 3 pence, highlighting how tight the competition has become.
Price Comparison Across All Major UK Supermarkets
The full rankings by Which?, based on loyalty card usage, are as follows :
- Aldi – £133.73
- Lidl (Plus) – £134.40
- Tesco (Clubcard) – £146.79
- Asda – £147.09
- Sainsbury’s (Nectar) – £150.46
- Morrisons (More) – £155.47
- Ocado – £167.20
- Waitrose – £176.41
Without loyalty schemes, the price of a Tesco basket rises to £149.83. Waitrose, the most expensive option, charges £42.68 more than Aldi—a 32% price gap for the same shop.
For larger baskets containing 203 items—many of them branded and typically unavailable at discounters—Asda emerged as the most affordable supermarket with an average total of £498. This highlights its strength in full-service retailing beyond own-label ranges.
Supermarket Loyalty Schemes Drive Consumer Behavior
Spending on promotional items has surged to 29.7% of all supermarket sales, the highest proportion so far this year, according to Kantar. Additionally, £347 million more was spent through loyalty card promotions, showing their growing importance to consumers facing food inflation.
At Tesco and Sainsbury’s, nearly 20% of items are now sold through price match offers, appearing in almost two-thirds of shopping baskets.
Fraser McKevitt, head of retail and consumer insight at Kantar, commented:
The grocers have been sharpening their pricing strategies to stay competitive in the fight for footfall.
They’ve invested in price cuts which were the main driver of promotional growth.
Experts Reflect on Supermarket Competition
Which? retail editor Reena Sewraz noted :
Aldi has once again been crowned the UK’s cheapest supermarket in our monthly price analysis, however, Lidl has narrowed the gap with its rival.
It was also a strong month for Asda, as it continues to be the cheapest supermarket for a bigger list of groceries.
Shoppers are still feeling the effects of food inflation, and with prices forecast to rise again, people are likely looking to cut costs where they can.
Despite its high prices, Waitrose defended its positioning. A spokeswoman said :
Our customers know that there’s more to great value than just price, and we combine excellent quality, industry-leading animal welfare standards and fantastic customer service.
Supermarket Sales Remain Strong Despite Food Inflation
Despite mounting concerns over food inflation, overall sales across UK supermarkets rose by 6.5% in the four weeks to April 20. The continued growth suggests that shoppers are adapting their behavior, taking advantage of discounts, loyalty deals, and shifting stores in search of better value.
According to the Institute of Grocery Distribution, food inflation is expected to remain one of the most pressing financial challenges for UK households in 2025. As prices fluctuate, the pressure on supermarkets to remain competitive will likely intensify.
