According to reports, the number of products included in the money-saving supermarket scheme has fallen from its peak of 681 in November last year to 566 in February 2025
Sainsbury’s has removed 100 products from its Aldi Price Match Scheme following the moves made by Tesco and Asda.
According to a report from Grocer Magzine, the number of products included in the money-saving supermarket scheme has fallen from its peak of 681 in November last year to 566 in February 2025. Many of the products removed from the initiative include some from Sainsbury’s own label range, which spans ambient food and everyday staples such as granulated sugar and value bread.
The move follows Tesco, which last week removed 150 supermarket products from its Aldi Price Match Scheme, bringing the total to 645. Asda also axed the price match scheme altogether in January to focus on its new Rollback price campaign.
The Grocer’s analysis was completed by Paul Stainton, partner at private label consultancy IPLC, who said Sainsbury’s had also since increased its Price Match prices to above Aldis. Stainton said the trend place “a question mark over the long-term future of such schemes in the UK” noting that Sainsbury’s reduction was likely down to “margin pressure” created by matching Aldi. Even with this, he said he was “particularly surprised” to see certain everyday staples removed from the scheme.
Sainsbury’s first introduced the Aldi Price Match scheme in 2021 following Tesco which introduced it to supermarket stores the year before. Morrisons and Asda followed with their versions in 2024, which price matched not just to Aldi but to Lidl too. Sainsbury’s scheme initially included about 200 products and was gradually increased to last year’s peak of 680. Last year, the supermarket chain expanded the initiative to include its 800 convenience stores which covered 200 of the “most popular” breakfast, lunch and dinner lines.
Stainton said: “Aldi Price Match has often been quoted by Sainsbury’s as one of the reasons for their strong market performance over the past 18 months. However, such a strategy costs a lot of margin. Sainsbury’s reduction in price-matched products, coupled with Tesco’s removal of 150 products and Asd’s decision to end price match completely, places a question mark over the long-term future of such schemes in the UK.”
A Sainsbury’s spokesperson said: “Much like the price of individual products, the number of items in our Aldi Price Match campaign can go up as well as down. That doesn’t stop us offering outstanding value throughout the year across thousands of items, whether that’s through Aldi Price Match, Low Everyday Prices, Nectar Prices or our value Stamford Street range. We have invested £1billion into value in recent years, which we know customers are noticing as more and more customers are choosing to do their shop at Sainsbury’s.”
