A recent investigation by consumer magazine Which? has uncovered a stark reality for shoppers using Morrisons Daily convenience stores: they are paying a significant premium compared to customers who shop at larger Morrisons supermarkets. This price difference can amount to a substantial £832 more per year, raising concerns about affordability for those reliant on convenience stores.
Which? conducted a comprehensive analysis by comparing the cost of 42 essential food and drink products at Morrisons Daily with their prices at regular Morrisons supermarkets. The findings revealed a consistent markup at the smaller convenience stores, with shoppers paying an average of £16 more per shopping trip. This translates to an annual cost difference of £832 for someone shopping at Morrisons Daily weekly, even if they are a member of the Morrisons More rewards scheme.
The price disparity extends beyond Morrisons, as Which? discovered that Sainsbury’s and Tesco Express also charge higher prices for their convenience stores. However, the gap was most pronounced at Morrisons Daily, with certain items, like a tin of chickpeas, costing more than twice the price at the convenience store compared to the supermarket.
Ele Clark, Retail Editor at Which?, pointed out the challenges faced by consumers who lack easy access to transportation or online delivery services, making them reliant on local stores. While convenience stores offer a convenient solution for quick shopping trips, the price difference could significantly impact household budgets.
In response to Which?’s findings and past campaigns, Sainsbury’s, Morrisons, and Tesco have pledged to offer a broader range of budget-friendly options in their convenience stores. However, this latest research suggests that further action is needed to ensure a wider selection of affordable products for those who rely on these smaller stores.
A spokesperson for Morrisons acknowledged the price differences, stating that they are committed to keeping prices competitive while maintaining high standards and availability in all their stores. They also highlighted the recent introduction of their budget ‘Savers’ range in Morrisons Daily stores nationwide and confirmed they are working towards accepting the Morrisons More card in their convenience stores in the coming months.
