You’re thinking: “My nearest Tesco is a five-minute walk.” Fair point. The big four—Tesco, Sainsbury’s, Asda, and Morrisons—are still giants. However, their claim to being ‘cheap’ relies on one thing: smart shopping. A basket of own-brand items at Asda can rival Aldi’s price, but the average basket at Tesco is about 6% more expensive. That adds up.
Here’s a pro-tip: Asda is the cheapest of the big four for a full shop, but Tesco wins on Clubcard prices. If you’re a Tesco loyalist, download their app and scan that card like it’s a golden ticket. The Clubcard discounts can slash prices on hundreds of items to match, and sometimes beat, the discounters.
Aldi UK's cheapest supermarket in June: Shoppers can save more than £16
The Middle-Class Myth of M&S and Waitrose
Let’s address the elephant in the aisle. Yes, Marks & Spencer and Waitrose are consistently the most expensive. But here’s the cultural bit: they aren’t actually trying to be cheap. They sell aspiration with a side of butter-perfect croissants. Shopping there is a treat, not a survival strategy. If you do pop in, skip the full shop and grab their ‘Dine In for Two’ deal—it’s actually reasonable, and you feel very ‘Georgian terrace’ for a night.
One fun fact: Waitrose pioneered the ‘free coffee for loyalty card holders’ scheme. It’s a £1 coffee trap, but we love it anyway. That little ritual is worth the premium, sometimes.
