Sainsbury's voted as cheapest supermarket for branded goods

January 20, 2020

Sainsbury's has been crowned the cheapest supermarket of 2019, beating rivals Tesco, Morrison’s and Asda.  However,  shoppers have voiced concern as to why Aldi and Lidl were excluded from the Which? survey.

The accolade was announced the consumer group's experts compared thousands of branded grocery prices across six major shops: Sainsbury’s, ASDA, Morrisons, Tesco, Ocado and Waitrose. 


The team compiled a list of 53 everyday items and calculated the average trolley price per month.


Sainsbury’s came out at £107.01, compared to £107.65 for Asda and £112.40 for Tesco, with Waitrose the most expensive at £117.81.


Which? compared average trolley costs at six major stores (Which?)


While a number of customers congratulated the winning supermarket, praising its “good prices and quality products”, others voiced concern at Which? for not including two key players in its survey.


But Which? said it was unable to include Aldi or Lidl in its price comparison, as it only tracked stores selling their full range online.


It said: “We collect our data by monitoring online pricing, which means that only shops that sell all of the branded items online can be considered in the ranking. 


“As a result, we’re unable to include Aldi or Lidl, as they don’t sell groceries online and don’t stock a full range of branded products.”


Twitter users were unimpressed by the criteria, with one commenting: "You have got to be kidding. You need to re-evaluate your parameters. Excluding Aldi and Lidl by manipulating the criteria just makes the whole survey farcical.”


But Sainsbury’s shrugged off the scepticism, with one of its representatives responding simply: “The stats don't lie!”


Source: Evening Standard

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