Home Bargains, a discount retailer, has outperformed Aldi and Lidl in terms of pricing for popular grocery items, as revealed in a study conducted by Which? The consumer group highlighted that Home Bargains and its competitor B&M are not as widely recognized for their food and beverage offerings compared to other retailers.
Despite this, Which? noted that both Home Bargains and B&M now carry a surprisingly diverse range of everyday food and drink products, in addition to homeware and health and beauty items. The research findings indicated that these discount chains surpassed some well-known supermarkets in the UK in terms of pricing on various recognized grocery brands, including those known for their cost savings.
Which? conducted a comparison of the average prices of 256 branded products at Home Bargains and B&M against major supermarkets such as Asda, Morrisons, Sainsbury’s, Tesco, Ocado, and Waitrose. The prices were monitored over three months, from April to July, taking into account regular discounts, multibuys, and loyalty discounts.
Home Bargains totaled £636.22, with B&M slightly higher at £669.08, making them the most cost-effective options. Asda followed at £738.73, while Sainsbury’s and Morrisons were priced at £755.27 and £764.94, respectively. Which? acknowledged that since most of the products were branded canned or packaged food, customers might need to visit other stores for a full grocery shopping experience, especially for fresh produce and a wider selection of own-label goods.
Furthermore, Which? also examined the pricing strategies of discount retailers Aldi and Lidl, known for their smaller product ranges and reliance on private-label products. While comparisons with Home Bargains and B&M were challenging due to these differences, Which? identified a small set of 17 products available at all three retailers. Home Bargains had the lowest total cost at £44.55, with Lidl and Aldi priced at £46.53 and £47.28, respectively.
For example, products like Cathedral City Mature Cheddar Cheese 350g, Elmlea 270ml, and an eight-can pack of Coca Cola Original showed price variations between Home Bargains, Aldi, and Lidl. Home Bargains, founded by ex-market trader Tom Morris, currently operates over 600 stores and employs more than 22,000 staff. The retailer’s ability to maintain low prices is attributed to its highly automated warehouses and minimal advertising investments.
Reena Sewraz, the Retail Editor at Which?, emphasized that while Aldi and Lidl are typically viewed as the most budget-friendly supermarkets for own-brand products, consumers can potentially save money by exploring alternative retailers for their favorite branded items. She suggested that a visit to Home Bargains could be advantageous for households that prefer branded products like Cathedral City Cheddar or Coca-Cola.
