Morrisons has emerged as the UK’s most affordable supermarket, dethroning previous winners Aldi and Lidl. This dramatic turnaround comes after the retailer was criticized for high prices in the past.
Since March 2022, Manchester Evening News has assessed the price of a basket containing essential items at Morrisons, Sainsbury’s Tesco, Asda, Aldi and Lidl each week. Lidl held the crown for several weeks, but Morrisons secured the title in May due to a bargain pack of mince sold at £1.99, undercutting the budget supermarkets by around 30p.
The total bill for this shop at Morrisons currently comes to £11.97, while Lidl follows at £12.11, Aldi at £12.14 and the remaining three topping £12.32. This shift highlights the impact of the ongoing cost of living crisis, which has prompted shoppers to seek out more affordable options.
In 2022, Morrisons faced criticism for regular price increases, leading to accusations of ‘laughing at customers.’ However, the retailer has since implemented measures to reduce costs, making it more competitive in the market.
Some supermarkets included in the weekly comparison have disputed the results, arguing that the assessment does not fully consider the quality of their products. Aldi, for example, claims that its beans are 20g heavier than those at Sainsbury’s and its teabags are ‘better quality.’ Asda, on the other hand, maintains that the sample used does not account for its deals or its large Just Essentials range.
Despite these objections, Morrisons’ position as the cheapest supermarket is a significant development in the UK grocery market. Consumers looking to save money on their weekly shop can consider taking advantage of schemes designed to reduce food waste, such as Aldi and Morrisons’ Too Good To Go bags, which offer surplus ingredients for less than £3.30.
Consumer psychologist Dr Cathrine Jansson-Boyd from Anglia Ruskin University recommends spending more time in each supermarket aisle to avoid confusion and reduce spending. She notes that packaged items may be priced per item while loose ones might be displayed in grams, leading to assumptions about price differences that may not always be accurate.
