Research by consumer group Which? found Home Bargains was up to 24% cheapest for a collection of well known grocery brands – making it more affordable than Aldi and Lidl
Discount chain Home Bargains has trumped Aldi and Lidl on the price of big name groceries in research by Which?
The consumer group said the cheap as chips retailer – and rival B&M – are not as well known as others for selling food and drink.
But it pointed out that the pair now stock a surprising range of everyday food and drink, along with homewares and health and beauty products. And, according to its research, they beat some of Britain’s best known supermarkets hands down on a selection of well-known grocery brands – including those known for their big savings.
Which? compared the average price of 256 everyday branded products at Home Bargains and B&M and compared them to Asda, Morrisons, Sainsbury’s, Tesco, Ocado and Waitrose. Prices were taken over three months, from April to July, and included regular discounts, plus multibuys and, where indicated, loyalty discounts.
Home Bargains came out at £636.22, with B&M £669.08. The next cheapest was Asda, at £738.73. At the other end of the scale was £755.27 at Sainsbury’s, for those using its Nectar scheme, and £841 without. Morrisons was £764.94 for the 256 items.
Which? admitted that as most of the products were branded tinned or packet food, those going to Home Bargains and B&M may well need to go to elsewhere for a full shop, including for fresh produce and a larger range of own label groceries.
Which? also analysed prices at discount grocers Aldi and Lidl, which tend to have smaller product ranges than the big supermarkets and rely heavily on own label items, making comparisons with Home Bargains and B&M much harder.
However, it says it did find a small collection of 17 products that were available. According to Which?, the total for all 17 was £44.55 at Home Bargains, whereas they were £46.53 at Lidl, and £47.28 at Aldi.
Examples included Cathedral City Mature Cheddar Cheese 350g, which was £2.89 at Home Bargains, and £3.25 at both Aldi and Lidl. A 270ml pot of Elmlea at Home Bargains was £1.15 at Home Bargains, but £1.29 at Aldi and £1.27 at Lidl. And an eight can pack of Coca Cola Original at Home Bargains was £5.51 at Aldi, £5.49 at Lidl, but £4.86 at Home Bargains.
Founder by ex-market trader Tom Morris, Home Bargains now has over 600 stores and employs more than 22,000 staff. Publicity shy Mr Morris is known as Liverpool’s richest man, with the Sunday Time Rich List estimating his fortune of almost £7bn.
Which? says Home Bargains is able to keep prices down by having highly automated warehouses and invests little in advertising.
Reena Sewraz, Which? Retail Editor, said: “Aldi and Lidl have long been seen as the cheapest supermarkets to buy groceries, and while this continues to be true when it comes to own-brands, our research shows you might be able to save by looking beyond the supermarkets for branded favourites. While it may not be the most obvious choice for a big shop, a trip to Home Bargains could well be worth your while if your household can’t cope without big brands such as Cathedral City Cheddar or cans of Coca-Cola..”