'All' Morrisons shoppers warned they have lost £261 unnecessarily

Morrisons shoppers have been warned they could be saving £261 - all by switching to other supermarkets. Morrisons, which is rivalled by the likes of Sainsbury's, Tesco and Asda, was found to be the second most expensive supermarket in the UK.

A Which? study warned Morrisons is only behind Waitrose/Ocado now. Morrisons shoppers pay nearly £22 more than Aldi shoppers a month - meaning across a year, they miss out on a whopping £261 in their bank accounts.

Morrisons shoppers spend £140.19 a month, compared with Aldi's £118. Which? explained: "We track the prices of up to 200 branded and own-label products every day over the course of a month to work out the average cost per item. We then add up those averages to get a total for each retailer.

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"We include special offers and, since June 2024, loyalty prices where applicable, but not multibuys. We can’t include the value of points, personalised discounts or other rewards as these vary from customer to customer. Products on our list include everything from Heinz baked beans and Mr Kipling cakes to own-label milk, bread and cheese.

"Our data is supplied by an independent price comparison company. For stores that don't have online prices we send fieldworkers out to gather prices. The master list of 200 products is currently updated annually but otherwise remains constant.

"However, the specific products chosen from the master list vary from month to month depending on availability. This means the totals aren't comparable between months or years." Which? Retail Editor Ele Clark said: “From this month on we will be regularly including loyalty prices in our analysis. As member-only pricing continues to grow, Which? believes the sector needs to be properly scrutinised and held to account so that all shoppers - including society's most vulnerable - can benefit, and no one is misled into believing they're getting a better deal than they really are.

"With food prices continuing to squeeze household budgets, it comes as no surprise that many people are choosing to shop with the discounters, and Aldi has again won the cheapest supermarket title. Our analysis shows that Aldi and Lidl are still cheaper than the traditional supermarkets, even when you include loyalty pricing."