Home Bargains, a discount retailer, has outperformed Aldi and Lidl in pricing popular groceries, according to research conducted by Which?. The consumer group highlighted that Home Bargains and its competitor B&M are less recognized for their food and beverage offerings but now offer a surprising variety of everyday items, alongside homewares and health and beauty products. In the study, they were found to offer better prices on well-known grocery brands compared to major supermarkets known for their discounts.
Which? compared the prices of 256 branded products at Home Bargains and B&M with those at Asda, Morrisons, Sainsbury’s, Tesco, Ocado, and Waitrose over a three-month period. Home Bargains totaled £636.22, while B&M came in at £669.08, with Asda being the next cheapest at £738.73. Sainsbury’s was the priciest at £755.27 for Nectar users and £841 without. Morrisons totaled £764.94 for the same items.
The study acknowledged that while Home Bargains and B&M excel in branded tinned or packet foods, shoppers may still need to visit other stores for fresh produce and a wider selection of own-label groceries. Additionally, Which? compared prices at discount grocers Aldi and Lidl, which focus more on own-label items, making direct comparisons with Home Bargains and B&M more challenging.
Despite the smaller product ranges at Aldi and Lidl, Which? found a selection of 17 products available for comparison. Home Bargains offered the most competitive total at £44.55 for all 17 items, followed by Lidl at £46.53 and Aldi at £47.28. For instance, Cathedral City Mature Cheddar Cheese 350g was priced at £2.89 at Home Bargains, compared to £3.25 at Aldi and Lidl.
Home Bargains, founded by ex-market trader Tom Morris, now operates over 600 stores and employs more than 22,000 staff. The company’s cost-effective approach includes highly automated warehouses and minimal advertising expenses. Reena Sewraz, Which? Retail Editor, suggested that while Aldi and Lidl are typically viewed as the cheapest for own-brand items, shoppers may find better deals on branded favorites at stores like Home Bargains. She highlighted that a visit to Home Bargains could lead to savings on popular brands like Cathedral City Cheddar and Coca-Cola.