Warning to shoppers buying milk at Tesco and Morrisons
Customers purchasing milk at Tesco or Morrisons have been cautioned that they could be paying more depending on the location of their supermarket. The age-old habit of popping to the shop for a bottle of milk can prove costly if you rely on smaller 'convenience' supermarkets, even if it's the same retailer.
Consumer magazine Which? conducted an analysis comparing the prices of 42 everyday essential items at larger supermarkets and their smaller 'local' or 'Extra' convenience store counterparts from the same retailers. The study revealed that all three supermarkets with smaller stores, namely Tesco, Sainsbury's and Morrisons, charged 8% more for the same bottle of milk, reports the Express.
It was found that customers pay 8% more for two pints of own-brand semi-skimmed milk at all three supermarkets' smaller branches. Other items causing concern included Philadelphia soft cheese, which was 63% more expensive at Morrisons Daily compared to regular Morrisons supermarkets, 26% more at Tesco Express than Tesco, and 20% more at Sainsbury's Local than larger Sainsbury's stores.
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Since the Which? research was published, Sainsbury's has announced a change to its convenience stores pricing strategy including the introduction of Aldi price match, which means its milk is no longer more expensive at its corner shops than its larger locations.
The supermarket said: "Sainsbury's has become the first UK grocer to extend Aldi Price Match into convenience stores, showing its commitment to delivering exceptional value and competitive pricing. The offer is now available for all Sainsbury's customers whether shopping online or in one of over 1,400 stores.
"Offering a number of market leading prices in Sainsbury’s Locals2, the retailer has breakfast, lunch and dinner essentials covered. Focusing on the go-to items households buy most often, it includes daily staples like milk, bread, butter, jam, peanut butter, honey, pasta, rice, salad, tuna, chicken, steak, potatoes and vegetable oil."
Morrisons' own brand chickpeas were more than double the price - £1 versus 49p - at Morrisons Daily compared to their larger supermarkets, according to Which? Interestingly, a few items were cheaper at smaller stores - Doritos were 15% less expensive and Kenco Millicano instant coffee was 32% cheaper at Morrisons Daily.
Which? said: "While many of us choose to use convenience stores for top-up shops and food on the go, others have no choice but to use them. Just under a fifth of convenience store shoppers say their nearest large supermarket is too far away, and nearly one in eight don't own a car. Others say online shopping isn't an option for them."
"Last year, Which? mapped where people are most likely to struggle to access affordable food in our Priority Places for Food Index, developed with the Consumer Data Research Centre at the University of Leeds."
These areas often suffer from limited access to big supermarkets, poor options for online deliveries and socio-economic challenges like fuel poverty, which increases reliance on convenience stores. In fact, 66% of households making less than £21,000 annually frequent convenience stores at least once weekly.
Which? added: "When we put our findings to Tesco, it said its Express stores are mainly in built-up areas where rents, rates and operating costs are higher, and the difference in prices of some products reflect these increased costs. It also said customers make different 'shopper journeys' at Express stores, so it tailors Clubcard offers to suit customer shopping habits."
Morrisons highlighted their commitment to affordability: "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 chain continued, mentioning customer rewards: "We know our customers and business partners would like to see the More Card accepted in Morrisons Daily stores, so we are actively working on introducing the offer into our convenience estate in the coming months."