We’ve Tracked Supermarket Prices for 30 Days — Aldi Isn’t Always Cheap Anymore
Quick answer
Aldi is still one of the cheapest supermarkets, but it’s no longer safe to assume it’s winning at everything. Tesco Clubcard, Sainsbury’s Nectar Prices, Asda Rewards and Morrisons Other offers can sometimes undercut Aldi, particularly on branded products, homewares and short-term promotions.
Why is this important now?
Food shopping has become one of the biggest weekly financial pressures in households. But supermarket prices have also become difficult to read.
It’s no longer just about walking into one store and thinking you got the best deal. Prices now vary with loyalty programs, app-only offers, bulk purchases, personalized vouchers and limited-time discounts.
That means the cheapest supermarket this week may not be the cheapest next week.
What we followed
We’ve looked at the price of common household items in all UK supermarkets, including:
- Aldi
- Lidl
- Tesco
- Places to stay in Sainsbury
- Asda
- Morrisons
- Waitrose
The basket included everyday items such as milk, bread, eggs, pasta, rice, butter, cheese, chicken, cereal, tinned tomatoes, tea, coffee, toilet roll and laundry products. Price tracker: where Aldi was beaten Here are some of the biggest surprises from our 30-day price test.
Lurpak Lightly Salted Spread 400g£4.25 regular price / £2.65 Club Card Price at TescoAldi Nordpak Lightly Salted 500g: £2.18Aldi’s own-brand is still cheap in tub price and per kg Shows loyalty deals are closing the gap, but don’t always hit the Lighter £4 regular price £2.85 Card Price This club at TescoAldi Nordpak Lighter 500g: £2.18 Your Aldi-brand is still cheaper overall A useful example of how brand loyalty prices can look tempting but the unit is important Tesco club card prices, Sainsbury’s Nectar prices and other supermarket loyalty discounts that often bring supermarkets than List supermarkets and many shops can expect much closer.
In some cases, they were cheaper – especially on name-brand products that Aldi doesn’t stock or sell from time to time.
Vicky’s idea
“People still associate Aldi with the cheapest everywhere, but supermarket prices have become more difficult. Honesty prices, app discounts and aggressive promotions mean shoppers can sometimes pay less elsewhere – especially for branded goods.
“The issue is that supermarkets now rely on consumers not comparing prices correctly. Many people are loyal to one store because of their habit.”
When Aldi won
This does not mean that Aldi has lost its crown completely.
Aldi still performs very well in:
- a staple of your product wardrobe
- fresh vegetables
- budget for dairy products
- simple food ingredients for the family
- cheap lunch items
For shoppers looking for a predictable weekly bill without needing to check multiple apps, Aldi is still a great deal.
When fighting with supermarkets
Supermarkets were very strong on products where they could use loyalty pricing and promotions to attract shoppers.
These include:
- marked and distributed butter
- washing the capsules
- toilet roll
- coffee
- soft drinks
- grains
- frozen food deals
- pet food
MoneyMagpie supermarket Hack
Do your basics at Aldi or Lidl, then check out loyalty programs for expensive branded items. The biggest savings are usually not on milk or pasta, but on laundry products, coffee, toilet roll, pet food and packed lunches.
Lidl was a quiet force too
Lidl also performed well during our test, particularly on bakery items, fresh produce and weekly specials.
Its bakery section was particularly competitive, and some of its fruit and vegetable shops were among the lowest we’ve seen.
Waitrose wasn’t always the most expensive
One of the most surprising findings was that Waitrose was not always the most expensive option.
While a full Waitrose store will generally cost more than a discount store, some products in the Essential Waitrose range were closer to regular supermarket prices than most shoppers would imagine.
Reduced items and multibuy offers also meant that Waitrose was occasionally competing on selected products.
Why your supermarket bill feels impossible to predict
One of the reasons why consumers feel tired is that the prices in the supermarket are not easy anymore.
Prices are affected by:
- loyalty card deals
- app discounts only
- Multibuy offers
- personal coupons
- temporary value locks
- yellow sticker reduced stock
- online offer only
This means that two consumers buying the same items can pay different prices depending on whether they have an app, card or voucher.
A single supermarket may no longer be cheap
The old advice was simple: go to a thrift store and do your weekly shop there.
But our findings suggest that the biggest savings now come from strategic purchasing.
For example:
- Aldi or Lidl for new basics and products
- Tesco or Sainsbury’s with branded loyalty card offerings
- Asda increased family size
- Morrisons for new counters, discounts and discounts for Extra cards
- Waitrose on premium grade products and select discounted items
A 10-minute supermarket check
- Write down your five most expensive items.
- Check Aldi or Lidl first for the prices of your product.
- Check out Tesco Clubcard and Sainsbury’s Nectar prices.
- Check out Asda and Morrisons for great deals.
- Switch supermarkets only if the savings are worth the extra time or travel.
The best supermarket hacks from our price analysis
1. Never assume that branded goods are cheap from discounters
Aldi and Lidl are great for branded goods, but supermarkets can pass on branded products when loyalty prices come into play.
2. Check the price per 100g
Pack sizes vary, so the shelf price can be misleading. Always compare the unit price.
3. Use loyalty cards — but don’t be honest
Clubcard, Nectar, Multicard and Asda Rewards can be useful, but only when comparing the final price.
4. Buy only household products on sale
Washing pods, toilet roll, dishwasher tablets and cleaning products are often on offer. If you can, stop when it’s low.
5. Diversify your store only if you are truly saving money
Driving across town to save £2 is rarely worth it. But passing through another supermarket on your trip can be.
6. Look for “fake save”
The price of loyalty is not an automatic transaction. Compare to regular price elsewhere.
7. Create a “don’t pay full price” list
In most households, this list should include coffee, laundry products, cereal, sugary drinks, pet food and toilet roll.
8. Use supermarket apps before you leave home
Five minutes of checking can save you more than wandering the streets trying to compare offers under pressure.
9. Beware of multibuy waste
A deal is only a deal if you use everything you buy.
10. Keep a diary of small amounts
Track the price of your regular items for one month. You will quickly see what is really cheap and what looks cheap.
A trap to avoid
Don’t let supermarket apps make you buy things you don’t need. A discounted item still costs money. Big savings often leave you on the shelf.
So, is Aldi still the cheapest supermarket?
For most of your brand’s core products, Aldi is still one of the cheapest options.
But it is no longer accurate to say that Aldi is always cheap. The makeup of the supermarket has changed, and loyalty prices have made the weekly shop difficult to compare.
The cheapest supermarket now depends on what you buy, whether you use branded products, whether you have loyalty cards and whether you are willing to differentiate your store.
The decision
Aldi is still a smart place to save money on basics. But shoppers who think it’s cheap for everything now may be missing out on better deals elsewhere.
The smartest way is not blind loyalty to any supermarket. Knowing which store is the cheapest for which part of your basket.
In 2026, the biggest supermarket savings will go to shoppers who compare, plan and refuse to be forced to spend more than they intended.
Need help reducing your grocery bill?
Read our full MoneyMagpie guide to saving money on everyday essentials, including supermarket tricks, free food apps, cashback offers and what to do if you’re struggling to pay for the basics.
Frequently Asked Questions
Is Aldi cheaper than Tesco?
Aldi is usually cheaper on your brand basics, but Tesco Clubcard Prices can sometimes beat Aldi on branded items or temporary promotions.
Is Lidl cheaper than Aldi?
It depends on the week and the product. Lidl tends to specialize in bakery items, fruit and vegetables, while Aldi stays strong in everyday basics.
Is it worth using loyalty cards?
Yes, but only if you compare prices. Honesty prices can be helpful, but they can also encourage unnecessary spending.
What’s the easiest way to save money on groceries?
Start by tracking your most expensive regular items, compare unit prices and check supermarket apps before shopping.
Should I separate my supermarket?
Splitting your store can save you money if the stores are right for you. It doesn’t matter much if the cost of travel or extra time wipes out the savings.
Prices are checked multiple times throughout the month and may vary by location, store format and promotional period.
