Home Life & Style Everyone shopping at Morrisons issued £307 warning

Everyone shopping at Morrisons issued £307 warning


Everyone who shops at Morrisons has been issued a warning that they are paying more than almost every other supermarket on average.

Morrisons shoppers are paying an average of nearly £309 more per monthly shop than Aldi customers, according to the latest supermarket price comparison figures.

Morrisons shoppers are paying an average of £25.65 more per monthly shop on average than customers going to Aldi, and £22 more than Lidl.

Morrisons has its own loyalty card – the More Card – but Which? reported that no prices were different in its analysis this month.

Asda, Tesco and Sainsbury’s – both with and without Tesco Clubcards and Sainsbury’s Nectar card prices – all beat Morrisons’ prices and came out cheaper than Morrisons on average according to new figures released by consumer magazine Which?.

In fact, the only supermarkets that were more expensive than Morrisons were Ocado and Waitrose.

Which? has issued its supermarket price comparison analysis for June 2024 and for the first time has added in the impact of loyalty cards on prices, including Tesco’s Clubcard and the Sainsbury’s Nectar card.

Unfortunately for Morrisons shoppers, they were paying more than those other customers.

Prices for a basket of goods at Morrisons came out to £140.19 on average, a full £25.65 more than Aldi customers and £22 more than Lidl. Over a year of monthly shops, that’s a £307.80 difference.

The same exact basket of goods came to £130.90 at Tesco with a Clubcard and £134.30 without one. At Asda, those goods were £131.42 an at Sainsbury’s they were £132.90 with a Nectar card and £137.51 without.

Aldi was the clear winner, with the same basket costing £118.41 and Lidl came a close second with £121.31.

The consumer champion’s monthly analysis involves comparing the average prices of a shop consisting of popular groceries at eight of the UK’s biggest supermarkets.

June’s list of 65 items included a number of both branded and own-brand items, such as Birds Eye Garden Peas, Heinz baked beans, Hovis bread, milk and butter.

Aldi was named cheapest supermarket for a basket of goods in June.

Which? Retail Editor Ele Clark said: “From this month on we will be regularly including loyalty prices in our analysis. As member-only pricing continues to grow, Which? believes the sector needs to be properly scrutinised and held to account so that all shoppers – including society’s most vulnerable – can benefit, and no one is misled into believing they’re getting a better deal than they really are.

“With food prices continuing to squeeze household budgets, it comes as no surprise that many people are choosing to shop with the discounters, and Aldi has again won the cheapest supermarket title. Our analysis shows that Aldi and Lidl are still cheaper than the traditional supermarkets, even when you include loyalty pricing.”

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