We Tracked Supermarket Prices for 30 Days — Aldi Isn’t Always Cheapest Anymore
Vicky Parry
12th May 2026
Quick answer
Aldi is still one of the cheapest supermarkets overall, but it is no longer safe to assume it wins on everything. Tesco Clubcard, Sainsbury’s Nectar Prices, Asda Rewards and Morrisons More offers can sometimes undercut Aldi, especially on branded products, household goods and short-term promotions.
Why this matters now
Food shopping has become one of the biggest weekly financial pressures for households. But supermarket pricing has also become harder to read.
It is no longer just about walking into one shop and assuming you have got the best deal. Prices now move around through loyalty schemes, app-only offers, multibuys, personalised vouchers and temporary discounts.
That means the cheapest supermarket this week may not be the cheapest next week.
What we tracked
We looked at the price of common household staples across major UK supermarkets, including:
- Aldi
- Lidl
- Tesco
- Sainsbury’s
- 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 washing products.
Vicky’s view
“People still mentally associate Aldi with being dramatically cheaper across the board, but supermarket pricing has become much more complicated. Loyalty pricing, app discounts and aggressive promotions mean shoppers can sometimes pay less elsewhere — especially on branded goods.
“The issue is that supermarkets now rely on shoppers not comparing prices properly. Many people are loyal to one supermarket out of habit.”
Where Aldi still won
This does not mean Aldi has lost its crown entirely.
Aldi still performed particularly well on:
- basic own-brand cupboard staples
- fresh vegetables
- budget dairy products
- simple family meal ingredients
- low-cost packed lunch items
For shoppers who want a predictable weekly bill without needing to check multiple apps, Aldi still has a major advantage.
Where bigger supermarkets fought back
The bigger supermarkets were strongest on products where they could use loyalty pricing and promotions to pull shoppers in.
These included:
- branded butter and spreads
- washing capsules
- toilet roll
- coffee
- soft drinks
- cereal
- frozen food deals
- pet food
MoneyMagpie supermarket hack
Do your basics at Aldi or Lidl, then check loyalty apps for the expensive branded items. The biggest savings are often not on milk or pasta, but on laundry products, coffee, toilet roll, pet food and packed lunch snacks.
Lidl was quietly strong too
Lidl also performed well during our checks, particularly on bakery items, fresh produce and short-term weekly deals.
Its bakery section was especially competitive, and some of its fruit and vegetable offers were among the lowest we saw.
Waitrose was not always the most expensive
One of the more surprising findings was that Waitrose was not always the most expensive option.
While a full Waitrose shop will usually cost more than a discounter shop, some products in the Essential Waitrose range were closer to mainstream supermarket prices than many shoppers may assume.
Reduced items and multibuy offers also meant Waitrose occasionally became competitive on selected products.
Why your supermarket bill feels impossible to predict
One reason shoppers feel exhausted is that supermarket pricing is no longer simple.
Prices are affected by:
- loyalty card deals
- app-only discounts
- multibuy offers
- personalised coupons
- temporary price locks
- reduced yellow-sticker stock
- online-only offers
This means two shoppers buying similar items can pay different amounts depending on whether they have the right app, card or voucher.
The one-supermarket shop may no longer be cheapest
The old advice was simple: go to the cheapest supermarket and do the whole weekly shop there.
But our findings suggest the biggest savings now come from shopping strategically.
For example:
- Aldi or Lidl for basic staples and fresh produce
- Tesco or Sainsbury’s for loyalty-card branded offers
- Asda for family-sized promotions
- Morrisons for fresh counters, reductions and More Card offers
- Waitrose for selected Essential range products and reduced items
The 10-minute supermarket check
- Write down your five most expensive regular items.
- Check Aldi or Lidl first for own-brand prices.
- Check Tesco Clubcard and Sainsbury’s Nectar prices.
- Look at Asda and Morrisons for multibuys.
- Only switch supermarket if the saving is worth the extra time or travel.
The best supermarket hacks from our price check
1. Never assume branded goods are cheaper at discounters
Aldi and Lidl are excellent for own-brand goods, but bigger supermarkets can beat them on branded products when loyalty prices kick in.
2. Check the price per 100g
Packaging sizes vary, so the shelf price can be misleading. Always compare the unit price.
3. Use loyalty cards — but do not be loyal
Clubcard, Nectar, More Card and Asda Rewards can be useful, but only if you compare the final price.
4. Buy household products only on promotion
Washing pods, toilet roll, dishwasher tablets and cleaning products often rotate through offers. If you can, stock up when they drop.
5. Split your shop only if it genuinely saves money
Driving across town to save £2 is rarely worth it. But walking past another supermarket on your commute could be.
6. Watch for “fake savings”
A loyalty price is not automatically a bargain. Compare it with the usual price elsewhere.
7. Build a “never pay full price” list
For many households, this list should include coffee, laundry products, cereal, fizzy drinks, pet food and toilet roll.
8. Use supermarket apps before you leave home
Five minutes of checking can save you more than wandering around the aisles trying to compare offers under pressure.
9. Beware of multibuy waste
A deal is only a deal if you actually use everything you buy.
10. Keep a mini price diary
Track the price of your regular items for one month. You will quickly spot what is genuinely cheap and what just looks cheap.
The trap to avoid
Do not let supermarket apps make you buy things you did not need. A discounted item still costs money. The biggest saving is often leaving it on the shelf.
So, is Aldi still the cheapest supermarket?
For many basic own-brand products, Aldi remains one of the cheapest options.
But it is no longer accurate to say Aldi is always cheapest. The supermarket landscape has changed, and loyalty pricing has made the weekly shop harder 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 split your shop.
The verdict
Aldi is still a brilliant place to save money on basics. But shoppers who assume it is cheapest on everything may now be missing better deals elsewhere.
The smartest approach is not blind loyalty to any one supermarket. It is knowing which shop is cheapest for which part of your basket.
In 2026, the biggest supermarket savings are going to shoppers who compare, plan and refuse to be nudged into spending more than they intended.
Need help cutting your food 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 are struggling to pay for basics.
FAQs
Is Aldi cheaper than Tesco?
Aldi is often cheaper for own-brand basics, but Tesco Clubcard Prices can sometimes beat Aldi on branded items or short-term promotions.
Is Lidl cheaper than Aldi?
It depends on the week and the product. Lidl often performs strongly on bakery items, fruit and vegetables, while Aldi remains strong on everyday staples.
Are loyalty cards worth using?
Yes, but only if you compare prices. Loyalty prices can be useful, but they can also encourage unnecessary spending.
What is the easiest way to save money on groceries?
Start by tracking your most expensive regular items, comparing unit prices and checking supermarket apps before you shop.
Should I split my supermarket shop?
Splitting your shop can save money if the stores are convenient. It is less useful if travel costs or extra time wipe out the saving.
Prices were checked multiple times throughout the month and may vary by region, store format and promotional period.
