Aldi returns to the top of the UK's cheapest supermarket rankings. The monthly analysis conducted by Which? crowned the German discounter as the most convenient brand for shopping in November, narrowly beating Lidl, its direct competitor in the low-price segment.
According to the survey based on a basket of 70 items, the average cost of shopping at Aldi was £121,22, £1,18 less than at Lidl and slightly lower than the price reserved for members of the Lidl Plus loyalty program. This data confirms the strong promotional aggressiveness of the two discounters, currently key players in the price competition in the British grocery market.
Outside the discount duopoly, Asda ranks as the third-best value supermarket, with a basket priced at £133,59. Tesco follows, offering a price of £133,65 for Clubcard holders and £136,20 for non-members. Morrisons ranks just above, at £137,40, while Sainsbury's offers a basket priced at £137,77 with Nectar and £141,62 without.
Ocado and Waitrose remain at the top of the list, with prices of £154,37 and £166,79 respectively, making them the most expensive retailers of the month.
The investigation of Which? It also explores a second, more extensive basket—which excludes Aldi and Lidl, as they are not aligned across all products. In this comparison, Asda once again emerges as the most convenient traditional supermarket, followed by Tesco, Sainsbury's, and Morrisons for the loyalty card options.
On the other end of the scale, Sainsbury's (excluding Nectar) and Waitrose bottom the long basket rankings, with prices of £507,24 and £522,91, respectively. This gap confirms the growing polarization of the British market, where loyalty programs and promotional pressure play a decisive role in containing household spending.
