A new study by consumer experts has revealed just how much British consumers are paying when they don’t take advantage of supermarket loyalty schemes. Consumer watchdog Which? said that shoppers at Tesco and Sainsbury’s are paying more for branded products than they would at Waitrose when they don’t use a Clubcard or a Nectar Card. These two loyalty cards offer a range of benefits for shoppers, including reduced prices for many products on supermarket shelves.
The consumer group analysed 245 branded items, including products from Heinz, Nescafe and Mr Kipling, throughout February 2026. The study did not include Lidl and Aldi, as these supermarkets do not carry enough branded products to be examined. The most expensive was a Sainsbury’s shop without a Nectar card, which came to £942.66. This was followed by a Tesco shop without a Clubcard, £916.56. Both of these are more expensive than the same shop in Waitrose, according to the research, which comes to £899.05. Meanwhile, the same items in Asda cost £823.58.
Which? retail editor Reena Sewraz said that the study revealed a “shocking truth” about loyalty schemes in major supermarkets. “Branded favourites can actually be cheaper at Waitrose than at the UK’s biggest supermarkets for shoppers who don’t use a loyalty card—something that would have seemed unthinkable until a few years ago,” she said.
“If you’ve got your heart set on specific brands, your best bet is to shop around, keep a close eye on the unit price, and stock up whenever you see a good deal—otherwise, you’re likely to end up paying way over the odds.
“While loyalty cards definitely offer some savings, if you don’t use one you’re better off heading to Asda, where the pricing is usually cheaper on a range of branded goods.”
Both Tesco and Sainsbury’s shared statements reacting to the study’s findings. A Sainsbury’s spokesperson said: “We have invested over £1billion in recent years to help keep prices low and we know more customers are choosing to do their shop at Sainsbury’s.”
Meanwhile, Tesco said that 24million UK households hold a Clubcard, with more than 80% of sales made using the scheme.