Home Bargains, a discount retailer, has emerged as the leader in offering lower prices on popular grocery items compared to Aldi and Lidl, according to research conducted by Which?. The consumer group highlighted that Home Bargains and competitor B&M, known for their affordable prices, are expanding their offerings to include a wide range of food, beverages, homewares, and health and beauty products, surpassing some well-known supermarket chains in the UK in terms of pricing on recognized grocery brands.
Which? compared the prices of 256 branded products at Home Bargains and B&M against major supermarkets such as Asda, Morrisons, Sainsbury’s, Tesco, Ocado, and Waitrose over a three-month period. The analysis considered regular discounts, multibuy offers, and loyalty discounts. Home Bargains priced its items at £636.22, while B&M’s total was £669.08, making them significantly cheaper than other supermarkets. Notably, Sainsbury’s prices ranged from £755.27 with its Nectar scheme to £841 without.
Although Home Bargains and B&M excel in affordable branded packaged goods, customers may still need to visit traditional supermarkets for a comprehensive shopping experience, especially for fresh produce and a wider selection of own-label groceries. In a separate comparison, Which? also assessed prices at discount supermarkets Aldi and Lidl, which primarily focus on own-brand items, making direct comparisons with Home Bargains and B&M more challenging.
Despite the limited product range, Which? found 17 common items available at these discount grocers. The total cost for these items was £44.55 at Home Bargains, slightly higher at £46.53 in Lidl, and £47.28 in Aldi. For instance, prices for products like Cathedral City Mature Cheddar Cheese and Coca Cola Original were notably lower at Home Bargains compared to Aldi and Lidl.
Home Bargains, founded by Tom Morris, has expanded to over 600 stores and employs more than 22,000 individuals. The company’s success in maintaining low prices is attributed to its efficient warehouses and minimal advertising expenses. Reena Sewraz, Which? Retail Editor, suggested that while Aldi and Lidl are known for value in own-brand products, exploring alternatives like Home Bargains for branded favorites could yield savings for consumers. She emphasized that despite not being the typical choice for a large grocery haul, Home Bargains could be a worthwhile destination for households seeking popular branded items.