May 13th 2024.
Did you hear the news? Morrisons, a once 'expensive' store, is now the cheapest supermarket in the UK! This is quite a turnaround for the store, as it used to be among the priciest in rankings. In fact, just a few months ago, it was regularly accused of 'laughing at customers' due to its frequent price increases. But now, it seems like Morrisons has pulled a complete 180 and is offering lower prices than previous winners Aldi and Lidl.
In order to determine the cheapest supermarket, Manchester Evening News has been assessing the price of a basket of groceries since March 2022. This basket includes items such as mince, chicken, milk, bread, coffee, tea bags, butter, and beans. For the majority of the year, Lidl has held the crown as the cheapest supermarket. However, in May, Morrisons snatched the title thanks to a bargain pack of mince priced at just £1.99. This undercut the budget supermarkets by around 30p, making Morrisons the new reigning champion.
Currently, a basket of groceries at Morrisons will cost you £11.97. Lidl follows closely behind at £12.11, with Aldi coming in third at £12.14. The remaining three supermarkets, Sainsbury's, Tesco, and Asda, all have a total bill above £12.32. It's clear that Morrisons has made significant progress in terms of affordability.
But this wasn't always the case. At the beginning of the cost of living crisis in 2022, Morrisons was consistently ranked as one of the most expensive supermarkets. Shoppers were frustrated with the regular price increases and felt like they were being taken advantage of. One reviewer even stated that they liked the quality of Morrisons products but couldn't keep paying more for them.
However, Morrisons isn't the only supermarket facing criticism. Some of the supermarkets included in the weekly comparison from Manchester Evening News have refuted the results. Aldi, for example, claims that the comparison doesn't take into account the higher quality of its products. Asda also argues that the sample used doesn't factor in their deals or their large Just Essentials range.
In addition to affordable prices, savvy shoppers can also save money at various supermarkets by taking advantage of schemes designed to reduce food waste. Both Aldi and Morrisons offer 'Too Good To Go' bags filled with ingredients for less than £3.30. This is a great opportunity to save money and help reduce food waste.
However, it's not just about finding the cheapest supermarket. Consumer psychologist Dr Cathrine Jansson-Boyd from Anglia Ruskin University suggests taking a little extra time in each aisle to avoid confusion and cut down on spending. She explains that supermarkets often display items in ways that make it difficult to compare prices, leading consumers to spend more than they intended.
Do you have a story to share about your experiences with supermarket shopping? We'd love to hear from you. Get in touch by emailing us at email. Let's continue to find ways to save money and make the most of our grocery shopping!
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