Blog: Shoppers urged to take price match schemes with "pinch of salt"
Michelle Russell | 23 October 2013
UK consumer watchdog Which? has insisted shoppers should be wary of supermarket price match schemes due to a skewing of each retailer's comparisons.
In a report today (23 October) Which? claimed supermarket price match schemes "differ greatly", meaning it can be hard to tell which supermarket is the cheapest, it said. Which? analysed the till receipts of 19 Asda shops, 20 Tesco stores and 20 Sainsbury's outlets, checking the price of each basket with the supermarket's own online price match.
In the majority of cases, the supermarket visited claimed to be cheaper than its rivals. However, the consumer group said each supermarket calculates its price match schemes in different ways "We believe these claims should be taken with a pinch of salt," Which? said.
The results of the analysis found Asda was the cheapest on the most occasions (17 out of 19) according to its 'Price Guarantee'. Sainsbury's was cheaper than Asda and Tesco for ten of the visits, and joint cheapest for another two, according to its 'Brand Match'. Tesco was cheaper than Asda and Sainsbury's for ten of the 20 visits according to its 'Price Promise'.
Which? executive director Richard Lloyd, said: "Supermarket price-matching schemes can save you money but we believe they should be taken with a pinch of salt because they are difficult to compare. At a time when consumers are facing a squeeze on their household incomes, we want all the supermarkets to do whatever they can to help consumers find the best deal."
As discounters continue to gain serious ground in the UK, the price-match schemes of the main retailers are an important weapon to retain customers.
This latest Which? report was published, ironically, on the same day that Sainsbury's had an advert plugging its Brand Match price comparison scheme banned by the UK's advertising watchdog for "misleading consumers".
The Advertising Standards Authority ruled the advert implied consumers did not need to shop around to benefit from the full savings from deals, which, the watchdog said, "was not the case".
Farmers in three Australian states are set to grow "millions of extra vegetables" to meet increased demand under a new supply agreement between the country's second largest grocer, Coles and US-based ...
The BBC turned to just-food today for insight on the price dispute between Tesco and Unilever....
Just weeks after buying UK turkey processor Bernard Matthews from administration, food tycoon Ranjit Boparan has struck a similar deal....
Shares in Tyson Foods slumped on Friday, closing down almost 9% after an analyst claimed a lawsuit facing the company could hit the US meat titan....
- Analysis: Tyson's shrewd investment in Beyond Meat
- Price an underlying tension across European FMCG
- Thailand: convenience to continue to thrive
- Danone's Q3 sales - what the analysts say
- Interview: Some Foods on rise of low-FODMAP market
- Bel takes majority stake in MOM Group
- Mars launches Maltesers in the US
- Unilever in continuing price spat with Musgrave
- China milk powder arrests prompt Fonterra "review"
- Nestle lowers outlook on "softer environment"
- The Big 15: Strategies and Priorities of Top Packaged Food Players in Comparison
- Omega-3 in Food and Beverage:Time for a Reboot?
- Packaged Food: Quarterly Statement Q3 2016
- Global Food Packaging: Innovating for Greater Convenience and Quality Image
- Constellation Brands, Inc. (STZ) - Financial and Strategic SWOT Analysis Review