If you thought Lidl and Aldi were the most affordable supermarkets around, think again. A new survey has revealed that it is actually Morrisons who holds the title of cheapest online supermarket in the UK.
The British supermarket came out on top for having the cheapest online basket of popular branded items on average in 2018 in an annual survey by Which?, for the second year in a row.
The publication tracked the cost of 77 popular branded products such as Andrex toilet roll, Cathedral City cheddar cheese, Hovis bread and PG Tips tea in six different online supermarkets – Asda, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose.
The research by Which? found that the basket of items in an online shop at Morrisons cost less on average than any of its competitors, with a price of £156.46. Meanwhile, the same basket of items came in at an average of £170.79 at Waitrose, putting it on the other side of the spectrum as the most expensive online supermarket.
See the full list below:
Morrisons – £156.46
Asda – £157.99
Sainsbury’s – £158.55
Tesco – £161.49
Ocado – £169.86
Waitrose – £170.79
Commenting on the survey, Harry Rose, Editor of Which? magazine, said: ‘Many of us will be looking to save money following the festive season, so shoppers will be pleased to know that they don’t have to pay over the odds for their favourite brands – all they need to do is shop smarter.’
He continued: ‘To save even more on your online shop, you could consider substituting branded items for own-label products, and if your supermarket has a price promise, hold them to it. If your basket would cost less elsewhere, they should refund you the difference.’
For those wondering why not all popular budget supermarkets were included in the survey, Which? explained: ‘Whilst Aldi was voted the nation’s favourite supermarket in Which?’s most recent supermarket survey, scoring 74 per cent, it was unable to be included in the comparison (along with Lidl) as it does not have an online counterpart. Iceland has not been included as it does not stock enough branded products for a fair comparison.’