March 5th 2024.
It's that time again, folks! The results are in for the cheapest supermarket of the month. Our consumer champions at Which? have compared the average prices of a big shop at eight of the UK's biggest supermarkets, helping customers make savvy money decisions. And the winner for February 2024 is... Aldi! This budget-friendly store has once again taken the top spot, after also being crowned the cheapest in 2023.
The analysis looked at 72 popular items, including branded and own-brand products like Dolmio pasta sauce, Heinz baked beans, and essential items like bread, milk, and butter. The average cost for all these items at Aldi was a mere £125.43, a whopping 30% cheaper than the most expensive supermarket, Waitrose. Lidl, another bargain retailer, came in a close second at just £2.67 more than Aldi, with an average cost of £128.19.
It's no wonder that many shoppers are turning to discount stores like Aldi and Lidl, especially with the constant rise in food prices. According to Ele Clark, retail editor at Which?, shoppers could save up to 30% by shopping at these stores. However, it's worth noting that the analysis only included special offer prices and not multi-buys or loyalty schemes.
After Aldi and Lidl, the rankings for cheapest supermarkets go to Asda, Tesco, Sainsbury's, Morrisons, Ocado, and finally Waitrose at the bottom with an average cost of £162.94 for the 72 items. But while Aldi may be the most affordable, it's not necessarily the favorite among UK shoppers. Marks & Spencer recently took the title of 'best' supermarket at the Good Housekeeping Food Awards, with experts praising its innovative and delicious food.
The Good Housekeeping Institute (GHI) based their results on taste tests from the past year, where M&S came out on top in 16 different categories, including best sausage roll and best barbecue foods. Their premium store cupboard essentials and new, innovative products were also highly praised. And it's not just the experts who love M&S, as 3,000 readers also voted for their favorite products and shops, with M&S winning four more categories.
But don't be fooled into thinking that only middle class shoppers are flocking to M&S. New research has shown that more than half of Aldi and Lidl customers belong to the 'ABC1' social group, which includes white-collar workers such as teachers, doctors, and managers. According to market research group Kantar, 54% of this group enjoy the bargains at these discount stores, including fresh produce and frozen food. And this trend seems to be growing, as nearly half of middle class consumers have increased their purchases of own-brand goods in the past year.
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