Battle of the UK Online Supermarkets
Sunday, January 4th, 2009There’s a whole heirachy of supermarkets here in the UK, from the posh/expensive to the more standard super super markets, to the mini marts and corner stores. The major ones (that I know of) in their apparent order of goodness are something like:
- Waitrose
- Marks and Spencer
- Sainsbury’s
- Tesco
- ASDA (Walmart)
- Morrisons
- Somerfield
- and a whole bunch of smaller chains and corner stores that either aren’t in my area
As you can probably imagine, the higher up the list a store is, the better it’s produce and fresh food is supposed to be, with the down side that it usually costs a percentage more than the equivalent items in the store below it. In all honesty (from past purchases), this seems to be the case. In fact I’ve often noticed if we pick up dinner from our local Waitrose (for lack of a cheaper alternative), what might be £10 at Tesco, is almost always £25, and picking up lunch from Marks and Spencers (roll/baguette, yoghurt/fruit and a juice) usually totals about £7, when the equivalent lunch from the Sainsbury’s around the corner is usually half of that.

In the same way, I’ve often noticed doing a weeks shopping, when actually in the store is often cheaper (or we get a lot more for the same price) when shopping at ASDA instead of Tesco. I’ve wondered a few times if there’s actuallya noticeable difference between the larger super markets (Sainsbury’s, Tesco & ASDA) prices, or the price is made up by impulse purchases around the store. There’s no question the two super markets on the top of the list are significantly more expensive then the larger stores, and I’ve often felt the pain of a overpriced dinner, or mid week shop, but we seem to spend approximately the same amount each time we do a big shop regardless of store.
As we move into the new place we’ll no longer have access to a car to do a weekly or fortnightly shop so we’ll be relying heavily on internet shopping and home delivery, so I took the time last night do the same shop from ASDA, Tesco and Sainsbury’s using their online shopping portal. I was surprised by the results.
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I did the initial shop through ASDA, and completed a £75 shop which comprised of about a fortnights food, as well as a few items such as laundry detergents, razor blades, bleach that were runnig low at the time. This is about on par with our previous grocery habits, as when we lived in a group of four it was almost always consistently £70-£100/wk. Going from previous experience, this figure should probably stay about the same as we run out of different higher-priced items at various stages throughout the month. I did exactly the same shop at both Tesco and then Sainsbury’s, and the totals came out at £75 and £70 respectively with savings made from one store on discounted/multi buy items and on other items at the different stores. On a week to week basis, depending on what was on the shopping list, these figures would be subject to change as different stores had different and/or better specials.
I’ll do the same test the next time I do a shop, but I have to say Sainsbury’s is the clear winner in the online shopping stakes, due to cheaper delivery, and a much better online shopping experience than the other two. ASDA’s online interface was nothing short of attrocious and must have been designed by monkeys. Not only was it difficult to find products (even when using the search function), the actual design and layout of the pages seemed cheap and pre 2000 looking, which unfortunately was not reflected in the sale price. The reward/loyalty program offered by Tesco’s Clubcard scheme seems to be the best one with 2-for-1 one offers and £5-10 discount vouchers given out on regular basis (depending on amount of shopping done).















