Discount retailer Home Bargains has outperformed Aldi and Lidl in a recent study by consumer group Which? The research highlighted that Home Bargains and its competitor, B&M, are lesser-known for their food and drink offerings but now offer a wide range of everyday grocery items, homewares, and health and beauty products. According to Which?, these discount chains surpassed popular supermarkets in the UK in terms of pricing on various well-known grocery brands.
Which? compared the prices of 256 branded products at Home Bargains and B&M against major supermarkets such as Asda, Morrisons, Sainsbury’s, Tesco, Ocado, and Waitrose over a three-month period. Home Bargains came in at £636.22, with B&M slightly higher at £669.08. Asda followed as the next cheapest at £738.73, while Sainsbury’s had the highest prices at £755.27 with and £841 without its loyalty discounts.
While Home Bargains and B&M excelled in pricing for branded packaged foods, customers may still need to visit other stores for fresh produce and a broader range of own-brand items. Additionally, Which? compared prices at discount grocers Aldi and Lidl, noting their focus on own-label products made direct comparisons more challenging. Despite this, Home Bargains stood out with lower prices on a small selection of 17 products compared to Aldi and Lidl.
Home Bargains, founded by Tom Morris, a former market trader, boasts over 600 stores and a workforce exceeding 22,000 employees. The chain’s low pricing strategy is attributed to its highly automated warehouses and minimal advertising expenses. Which? Retail Editor Reena Sewraz emphasized that while Aldi and Lidl are known for budget-friendly own-brand items, consumers seeking popular branded products like Cathedral City Cheddar or Coca-Cola may find better deals at discount retailers like Home Bargains.