Britain’s biggest supermarket has emerged as the cheapest grocer in January for a large shopping trip, but only for Clubcard members
Britain’s cheapest big shop supermarket has lost its crown in the latest blow to the struggling chain.
Asda was toppled by arch rival Tesco for the first time in more than a year in new research by Which? The consumer group compared prices across 228 products, including some of the UK’s most popular groceries.
Tesco emerged at the cheapest, with a total bill of £588.96 for customers taking advantage of special prices under its Clubcard loyalty scheme. Asda was £1.45 more expensive this time round, at £590.41. It is the first time since December 2024 that the Leeds-based group has been beaten on price by Tesco.
Which? did point out, however, that while Asda’s prices are available to all shoppers, Tesco’s eligibility rules for its loyalty scheme means some shoppers, including those aged under-18, would miss out on all the potential savings. Without a Clubcard, the shop at Tesco was more expensive by £52.13 (£641.09).
Asda has been battling since it was bought by billionaire brothers Mohsin and Zuber Issa and private equity firm TDR Capital in 2021. The grocer, now controlled by TDR, brought back veteran chief Allan Leighton as its executive chairman in 2024 in a bid to revive its fortunes. He is credited with masterminding a turnaround in the 1990s. However, Asda has continued to suffer from a decline in sales.
The Which? big shop measure excludes discount rivals Aldi and Lidl as they stock more limited ranges.
On a smaller shop of 89 items, Aldi was cheapest overall, at £164.74. Lidl was £1.79 more expensive than its fellow discounter this month. The list of 89 items includes both branded and own-brand items, such as Birds Eye Peas, Hovis bread, milk and butter.
Waitrose was the most expensive supermarket on average, with the bigger shop costing £679.20 – a difference of £90.24 compared to Tesco with a Clubcard. The upmarket chain was also the most pricey for a smaller list of items this month, totalling £221.53 on average, or £56.79 more than Aldi.
Reena Sewraz, Which? retail editor, said: “While Aldi is the cheapest supermarket this month, the ongoing price competition among the discounters means Lidl also remains a strong money-saving choice for many shoppers, according to our latest price analysis. For those who prefer a wider range of branded products, shopping at Tesco with a Clubcard can offer good value.
“However, it’s worth noting that Tesco’s loyalty-linked discounts aren’t accessible to everyone. Tesco must do more to ensure under-18s and other groups who may not be eligible for the Clubcard don’t miss out on those savings.
“With food bills still a major concern for many households, it really does pay to shop around – choosing one supermarket over another could save shoppers hundreds of pounds over the course of a year.”
An Asda spokesperson said in response: “Asda was the lowest‑priced supermarket every month in 2025 on the Which? big trolley comparison, and £50 cheaper in January on a like‑for‑like basket without loyalty pricing. Asda remains the best‑value supermarket for the big family shop with prices available to all.”
Results for January in price order:
Based on 89 items
Supermarket
Average price
Aldi
£164.74
Lidl (inc loyalty discount)
£166.33
Lidl
£166.53
Tesco (inc loyalty discount)
£182.92
Asda
£183.04
Tesco
£186.92
Morrisons
£187.65
Sainsbury’s (inc loyalty discount)
£189.24
Sainsbury’s
£194.58
Ocado
£207.12
Waitrose
£221.53
Based on 228 items
Supermarket
Average price
Tesco (inc loyalty discount)
£588.96
Asda
£590.41
Sainsbury’s (inc loyalty discount)
£603.55
Morrisons (inc loyalty discount)
£612.88
Morrisons
£613.74
Ocado
£634.68
Tesco
£641.09
Sainsbury’s
£659.85
Waitrose
£679.20
