A consumer comparison has shown that shoppers at two major British supermarkets face higher costs when they do not participate in their respective loyalty programmes, compared with customers of a third retailer.
The investigation examined 245 products from well-known brands in February, including items from Heinz, Nescafé, and Mr Kipling. The research discovered that those without a loyalty membership paid the most at two of the country’s largest supermarket chains.
While most shoppers belong to at least one rewards programme, some choose not to join due to concerns about data usage, while others cannot participate because of certain requirements.
One restriction applies at Tesco, where customers under 18 are currently unable to obtain a Clubcard, though the company has indicated it will consider changing this policy before the end of the year.
When looking at the total cost of all items on the Which? list, Sainsbury’s charged £942.66 for those without a Nectar card, representing a 14% premium over the lowest-priced retailer in the study, Asda, where the same basket cost £823.58.
Tesco came second to Sainsbury’s, with its non-Clubcard total reaching £916.56, which is 11% more than Asda’s figure.
Both Tesco and Sainsbury’s charged more for customers outside their loyalty schemes than Waitrose, which came in at £899.05.
Waitrose was 9% more expensive than Asda but proved to be a more competitive choice, according to Which?.
The research highlighted the substantial price difference introduced by loyalty-based pricing structures.
In contrast, Sainsbury’s customers who used a Nectar card paid just 3% more than Asda, with the total basket costing £848.56.
Reena Sewraz, retail editor at Which?, explained that the analysis exposes the significant impact loyalty schemes have had on how groceries are priced.
She noted that popular branded products can actually work out cheaper at Waitrose than at the nation’s biggest chains for shoppers who do not use a loyalty card, a situation that would have seemed unlikely just a few years ago.
She advised that for those with preferred specific brands, the best approach is to compare prices across different stores, pay close attention to the cost per unit, and purchase extra when discounts appear, otherwise customers risk significantly overpaying.
She added that while loyalty cards do provide some savings, those without one would benefit from shopping at Asda, where prices on many branded goods tend to be lower.
A Sainsbury’s representative stated that the company has spent more than £1 billion in recent years working to keep prices affordable and that more customers are choosing to shop there.
The spokesperson emphasised the retailer’s commitment to helping shoppers access good quality products at reduced prices, with efforts focused on providing value across a wide range of items through its Aldi price match initiative, Nectar prices, personal Nectar pricing, and its own-label budget ranges.
A Tesco representative noted that the Clubcard scheme delivers substantial savings for the millions of UK households that hold one.
The spokesperson explained that more than 80% of transactions are completed using a Clubcard, though this is only one of several ways customers can access good value.
Through everyday low pricing, thousands of branded products remain consistently affordable, and the Aldi price match guarantee means shoppers can trust they are getting competitive rates.