Home Bargains, a discount retailer, has emerged as the top choice for affordable big brand groceries, surpassing competitors Aldi and Lidl in a recent study conducted by Which? The consumer group highlighted that Home Bargains and rival B&M, while less renowned for their food and drink offerings, now carry a surprising variety of everyday grocery items, household goods, and health and beauty products. According to the research, these discount chains outperformed well-known supermarkets in terms of pricing for popular branded products.
In their analysis, Which? compared the prices of 256 branded products at Home Bargains and B&M against major supermarkets including Asda, Morrisons, Sainsbury’s, Tesco, Ocado, and Waitrose. The price data collected over three months, from April to July, factored in regular discounts, multibuys, and loyalty discounts.
Home Bargains came in at £636.22, with B&M slightly higher at £669.08, making them more cost-effective options compared to other supermarkets. Which? noted that while most products at Home Bargains and B&M were branded items like tinned or packaged foods, customers might still need to visit other stores for a complete shopping experience, especially for fresh produce and a wider selection of own-brand groceries.
Additionally, Which? also examined the pricing at discount retailers Aldi and Lidl, which primarily offer a smaller range of products and rely heavily on own-brand items. Despite the challenges in comparison, Which? found a selection of 17 products available at these discount grocers, with Home Bargains offering the lowest total price among them.
Founder Tom Morris established Home Bargains as a budget-friendly option, with over 600 stores and a workforce exceeding 22,000 employees. The retailer’s focus on highly automated warehouses and minimal advertising investments allows them to maintain competitive pricing.
Reena Sewraz, Which? Retail Editor, emphasized that while Aldi and Lidl are known for affordability with own-brand items, exploring alternatives like Home Bargains for branded favorites could lead to savings. She highlighted that for households preferring well-known brands like Cathedral City Cheddar or Coca-Cola, a visit to Home Bargains might prove beneficial.
