Consumers may pay up to 21% more for groceries at local supermarket convenience stores compared to their larger branches, according to a recent study by consumer group Which?.
The study involved a comparison of prices for 42 common items on three occasions in June and July 2024 across Morrisons Daily, Sainsbury’s Local and Tesco Express versus their larger supermarket branches.
Which? has reported that price difference was the biggest for the branded and own-label items at Morrisons, with consumers on average paying 21% more for the same products at its Daily outlets.
The consumer group's study found that prices for items such as a 400g tin of own-label chickpeas were more than double those charged at Morrisons convenience stores, at £1 compared to 49p at its larger format.
A spokesperson for Morrisons was quoted by The Guardian: "We’re always working hard to keep prices down and competitive for our customers while maintaining high standards and availability in all our stores. Last year, we became the first supermarket to introduce our budget ‘Savers’ range into Morrisons Daily stores nationwide."
The study also found that essential items such as milk, bread and butter were on average 8% more expensive at local convenience stores, regardless of loyalty card use.
Both Tesco and Sainsbury’s have attributed the price differences to higher operating costs in city or town centre locations.
Loyalty scheme members face even steeper prices, with Sainsbury’s Nectar cardholders and Tesco Clubcard holders paying an average of 14% and 11% more respectively at convenience stores.
Tesco Clubcard Prices loyalty promotions are designed specifically for smaller stores, as shopping patterns at these locations often reflect purchases for specific occasions.
For this study, Which? collected data from a total of 11 convenience stores and their nearby larger supermarkets across the UK, from Glasgow, Scotland to Sevenoaks in Kent.
In August 2024, a report from Which? named Aldi as the cheapest supermarket chain in the UK in July that year for a second consecutive month.
