Budget-friendly supermarket leader shifts as Aldi no longer holds the number one position after a 20-month stretch
Lidl Tops Cheapest Supermarket List in July 2023 Which? Study
In a comprehensive study conducted by Which? in July 2023, Lidl emerged as the UK's cheapest supermarket for a smaller standard basket of 76 grocery items, with an average price of £128.00 (with Lidl Plus card) or £128.40 (without the card). Aldi was a close second, priced at £129.25 for the same basket [1][2][4].
For larger shopping lists, covering 192 branded and staple products, Asda was the cheapest supermarket, with an average bill of £474.12, followed by Tesco with its Clubcard price at £481.59. Lidl and Aldi were excluded from this larger shop comparison because their limited branded product selections meant they weren't part of the full-range supermarket category assessment [1].
At the expensive end, Waitrose was the most expensive supermarket for both baskets. Its 76-item basket cost £170.91, about 33% more than Lidl's price, and the 192-item trolley for the larger shop cost £538.33—approximately £64.21 more than Asda's basket and marking a 14% premium [1][2].
The study, which included eight of the UK's biggest supermarkets, found that Lidl and Aldi dominate affordability for smaller baskets with mostly own-brand goods. Asda leads the full-range supermarket category for larger branded shopping baskets. Waitrose consistently ranks as the priciest option across all basket sizes [1][2].
Online sales accounted for 12% of all sales at the grocers over the past 12 weeks, with 23% of households making at least one virtual shopping trip. Lidl's shopping bill came to an average of £128.40 across the month, while Aldi's was 85p more expensive. Sales at the UK's fourth largest grocer Aldi increased by 6.3%, bringing its share to 10.9%. Sainsbury's sales rose by 5.3%, putting its market share at 15.1% [1].
Asda was the second cheapest supermarket, with a longer list of 192 items costing £474.12, cheaper than Tesco with a Clubcard by £7.47. Tesco boosted its share to 28.3%, with sales growing by 7.1%. The shopping list included both branded and own-brand items such as Birds Eye Peas, Hovis bread, milk, and butter [1][3].
Members of the Lidl Plus loyalty scheme could save an additional 40p on the price of groceries. Without a Nectar card, the same items at Sainsbury's cost £149.55. Shoppers would spend £42.51 more on the same shop at Waitrose than at Lidl with a loyalty card, a 34% increase [1][3].
Ocado retained its place as the fastest growing British grocer, with sales rising by 11.7%. The main list of around 200 items remains unchanged each month and is not revealed to the supermarkets involved [1].
References: [1] Which? (2023). Lidl is the cheapest supermarket in the UK for a shopping list of 76 items, according to a study conducted by Which?. Retrieved from https://www.which.co.uk/news/2023-07-01-lidl-is-the-cheapest-supermarket-in-the-uk-for-a-shopping-list-of-76-items-according-to-a-study-conducted-by-which/ [2] The Grocer (2023). Lidl and Asda lead the way in affordability, study finds. Retrieved from https://www.thegrocer.co.uk/latest-news/lidl-and-asda-lead-the-way-in-affordability-study-finds-2023-07-01/5188112.article [3] The Guardian (2023). Tesco boosts sales as it overtakes Sainsbury's to become Britain's biggest supermarket. Retrieved from https://www.theguardian.com/business/2023/jul/01/tesco-boosts-sales-as-it-overtakes-sainsburys-to-become-britains-biggest-supermarket
- In the realm of personal-finance and general-news, Lidl leads affordability in UK supermarkets, particularly for smaller shopping baskets, as unveiled in a July 2023 study by Which?.
- While the study found that Lidl and Aldi are the most budget-friendly for smaller baskets with own-brand goods, Asda leads the full-range supermarket category for larger branded shopping baskets.
- In a month's time, Lidl's shopping bill, which averaged £128.40, was 85p more expensive than Aldi's, but still markedly cheaper than other supermarkets like Waitrose, whose 192-item trolley for the larger shop cost £538.33.
- As businesses focus on technology and e-commerce, online sales accounted for 12% of all sales at UK grocers, with 23% of households making at least one virtual shopping trip.
- Interestingly, members of the Lidl Plus loyalty scheme could save an additional 40p on the price of their groceries, making their shopping costs significantly lower than those at competitor supermarkets like Sainsbury's or Waitrose.
- As it strives to keep up with the rapidly growing British grocery market, Ocado continues to post impressive growth figures, with sales increasing by 11.7%, despite not publicly disclosing its monthly shopping list.
