Cheap supermarkets not that cheap after all?

THE discount supermarkets are more expensive than all of their "big four" rivals, it was claimed yesterday.
Trade magazine The Grocer found the most expensive place to shop was Aldi, where 33 basic items cost £30.76 – £11.66 more than the cheapest supermarket Asda.

The magazine's research compared the 33 products across Aldi, Lidl and Netto with Tesco, Asda, Sainsbury's and Morrisons for 10 weeks. It found shopping at a discounter could be up to 61% more expensive than sticking to a budget range at a standard supermarket.

The magazine said all four of the major supermarkets were cheaper places to shop overall than any of the discounters.

Adam Donaldson, chief executive of ESA, the market research company that carried out the study, said: "These findings are really significant given consumers' perception that discounters are less expensive."

Source

See also:

1. Times are getting tough, so, how about some cheap wine?
2. Britain: Supermarkets bullying farmers for cheaper deals...