Home Bargains, a discount retailer, has outperformed Aldi and Lidl in a study conducted by Which?. The consumer group noted that Home Bargains and its competitor B&M are not widely recognized for their food and drink offerings, although they now offer a surprising variety of everyday groceries, homewares, and health and beauty products. According to Which?’s research, these discount chains outperformed some well-known supermarkets in the UK, including those renowned for their cost savings, on a selection of popular grocery brands.
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 from April to July. The comparison included regular discounts, multi-buy offers, and loyalty discounts.
Home Bargains priced the 256 items at £636.22, while B&M priced them at £669.08. Asda came in as the next cheapest at £738.73. Sainsbury’s, with its Nectar scheme, was at £755.27, and without the scheme, it was £841. Morrisons’ total for the items was £764.94.
Although most of the products were branded canned or packaged foods, Which? acknowledged that shoppers visiting Home Bargains and B&M might need to visit other stores for a full grocery shop, especially for fresh produce and a wider range of own-label products.
Furthermore, Which? also examined prices at discount grocers Aldi and Lidl, which typically offer smaller product ranges and rely heavily on own-label items. Which? found a small selection of 17 products available at both Aldi and Lidl, with Home Bargains offering the most competitive overall price at £44.55.
Notable examples include Cathedral City Mature Cheddar Cheese 350g priced at £2.89 at Home Bargains, and £3.25 at both Aldi and Lidl. Elmlea 270ml pot was £1.15 at Home Bargains, compared to £1.29 at Aldi and £1.27 at Lidl. Additionally, an eight-can pack of Coca Cola Original was priced at £5.51 at Aldi, £5.49 at Lidl, and £4.86 at Home Bargains.
Founded by ex-market trader Tom Morris, Home Bargains has expanded to over 600 stores and employs more than 22,000 staff. Mr. Morris, known as Liverpool’s wealthiest individual, has an estimated fortune of nearly £7 billion, according to the Sunday Times Rich List.
Which? highlighted that Home Bargains maintains competitive prices through highly automated warehouses and minimal advertising investment. Reena Sewraz, Which? Retail Editor, emphasized that while Aldi and Lidl are typically perceived as the most economical options for groceries, exploring beyond supermarkets for branded favorites could lead to potential savings. She suggested that a visit to Home Bargains could be beneficial for households that rely on popular brands like Cathedral City Cheddar or Coca-Cola.
