Cost of living: The supermarkets offering the best deals and discounts for customers

James Hockaday
Updated ·6 min read
Man shopping in a supermarket while on a budget. He is looking for low prices due to inflation, standing looking at his phone in front of a row of freezers. He is living in the North East of England.
Shoppers in the UK are still looking at significantly higher supermarket bills despite inflation coming down. (Getty Images)

Inflation may be coming down on the whole, but shoppers in the UK are still facing exceptionally high food prices, putting struggling households under significant pressure.

New Office for National Statistics figures show consumer price index (CPI) inflation has fallen below double digits for the first time since August.

While this will come as welcome news to families struggling through the cost of living crisis, food inflation rose to 19% in April – remaining close to levels not seen for nearly 50 years.

Chancellor Jeremy Hunt met with food manufacturers earlier this week to address the problem and to try and understand what's driving such a rapid rise in prices.

However in the meantime, supermarkets across the UK are doing their bit to make shoppers' lives easier, including price freezes and free meals for children. Here's how they are helping, according to information gathered by the British Retail Consortium.

Asda

BRISTOL, UNITED KINGDOM - FEBRUARY 19: The Asda logo is displayed above a branch of the supermarket retailer Asda on February 19, 2023 in Bristol, England. A number of UK largest supermarket chains have introduced rationing and limits on certain fresh vegetables and fruits including tomatoes, cucumbers and peppers to protect supplies that are becoming hard to come by in the UK due to a combination of poor weather reducing the harvest in Europe and north Africa, as well lower supplies from UK and Dutch producers hit by the jump in energy bills to heat glasshouses. The UK is currently facing a cost of living crisis, as inflation hits a near-30-year high, the war in Ukraine puts pressure on food prices and rising energy bills squeeze household incomes still further. To add to the misery, many UK households face a further rises in home energy prices as energy price caps are raised.The British retailer is one of the largest market leaders of groceries in the UK. (Photo by Matt Cardy/Getty Images)
Asda carries out regular rollbacks of its prices. (Getty Images)

Loyalty scheme: The chain's Asda Rewards loyalty programme, allows customers to earn pounds as they shop and build up a cashpot to spend in-store or online.

Financial advice: Asda's Essential Living Hub is an online money-saving advice site to help parents struggling with the cost of living and includes tips on energy saving, buying and cooking smarter and ideas for free family days out.

New value range: Asda has continued its rollout of new Just Essentials range for shoppers on a budget, with 267 products available.

Rollbacks: Asda has carried out thousands of Rollback price reductions in store and online each week, including a new 20p produce range.

Discounted Meals: The supermarket launched a Kids Eat for £1 offer in Asda Cafés. The scheme runs seven days a week, with no minimum spend required for adults, and has been extended to run through the May half term.

Emergency workers discount: Blue Light Card holders are eligible for a 10% discount on their shopping, but recent changes mean they have to scan their Asda Rewards app at the checkout rather than present their ID. Blue Light Card holders who scan their app in-store for the first time before the end of the month, will also receive a £2.50 bonus in their cashpots, deposited in June.

Aldi

Price cuts: Aldi may have already been a supermarket for shoppers on a budget, but still it has reduced the price of own-brand staples including bread, milk and butter.

Iceland

Pictured: A freezer full of Iceland own brand battered chicken breststeaks. (Newscast Limited via AP Images)
Already known for its low prices, Iceland has taken extra steps to help customers. (AP)

Free delivery on smaller shops: Customers only need to spend £35 online, compared with £40 previously, to get free next-day delivery. Shoppers using Iceland’s in-store home delivery service can get free delivery on a £20 spend, rather than £25.

Discount for older shoppers: Iceland offers a 10% discount to customers aged 60 and over every Tuesday (no minimum spend).

Loan scheme: Iceland offers interest-free loans of up to £100 with ethical lender Fair for You. To be repaid in £10-per-week instalments.

Energy saving guidance: The supermarket has launched a Shop Smart, Cook Savvy partnership with energy company Utilita to help families better understand economical cooking.

Iceland has also added energy-efficient cooking methods to food packaging.

Lidl

Price cuts: Reduced prices of own-brand staples like bread, milk and butter have been made by Lidl to help shoppers through the cost of living crisis.

M&S

M&S Food Hall, UK
M&S has invested money in cutting back prices of essentials. (Alamy)

Lower prices: Marks & Spencer has launched a Bigger Pack Better Value range of fridge and cupboard staples for those looking to get the most out of their money.

It has also invested in lowering the prices of a number of staple groceries including bananas, milk, bread and beef mince, across its Remarkable range.

Morrisons

Price cuts: Morrisons has cut prices on more than 500 products, including on everyday staples like bread, cheese, cereal and coffee, and improved multi-buy savings on 180 lines.

It has also slashed prices on a quarter of its 235 own-label entry-level ranges – Morrisons Savers, Morrisons Wonky and Morrisons Essentials.

Free meals: Free children's meal for any adult who spends over £4.49 in the café all day every day. Free jacket potato and beans for any shopper who "asks for Henry".

Ocado

Ocado online supermarket delivery van on 26th March 2023 in London, United Kingdom. Ocado Retail is a British internet based supermarket that describes itself as the worlds largest dedicated online grocery retailer. (photo by Mike Kemp/In Pictures via Getty Images)
Ocado regularly monitors prices to make sure shoppers are getting a good deal. (Getty Images)

Read more: Cost of living: Experts warn 'it can't go on' as food bills set to surge by £1,000

Guaranteed low prices: Ocado’s Everyday Savers range gives customers low prices on everyday groceries, including a combination of branded and Ocado Own Range products.

Prices are regularly monitored to make sure customers are consistently getting great value. Ocado also consistently runs product promotions.

More choice in own range: The online grocer has expanded its Own Range by 30% over the past 12 months, giving customers over 750 products to choose from, and plan to expand further in the months ahead.

Deal for new customers: Ocado is currently offering new customers 25% off £60 on their first order and unlimited free deliveries for 3 months.

Helping shoppers reduce food waste: Customers' delivery receipts are organised based on use by dates of all fresh food products, so customers can plan meals while their food is at its freshest.

Sainsbury’s

BRISTOL, UNITED KINGDOM - DECEMBER 03: Fruit and vegetables are offered for sale inside a branch of the supermarket retailer Sainsbury's on December 03, 2022 in Bristol, England. The UK is currently facing a cost of living crisis, as inflation hits a near-30-year high, the war in Ukraine puts pressure on food prices and rising energy bills squeeze household incomes still further. To add to the misery, many UK households face a further rises in home energy prices as energy price caps are raised.The British retailer, founded in 1869, is one of the largest market leaders of groceries in the UK. (Photo by Matt Cardy/Getty Images)
Sainsbury's is offering recipe advice to help families cook cheap and nutritious meals. (Getty Images)<

Price cuts: Sainsbury's has reduced prices of own-brand staples including bread, milk and butter and invested over £550m as of March into lowering prices further.

Price-matching: The chain has focused on price-matching a number of essentials including chicken breasts and other meats, bread, eggs and vegetables to discounter brands.

Price freeze: Through Price Lock, customers have access to stable, low prices on everyday essentials such as dishwasher tablets, cereals and tinned tomatoes for at least 8 weeks at a time both online and instore.

Loyalty scheme: Sainsbury's introduced Nectar Prices, a new loyalty initiative which will give Nectar customers big savings on a wide range of products.

Discounted children’s meals: Free kids hot meal or lunch bag with the purchase of any adult hot main meal in cafes across school holidays. During term time, kids eat for £1 with the purchase of any adult hot main meal.

Recipe advice: "Feed your family for a fiver" recipes are available on Sainsbury’s website and social media platforms.

Tesco

Price cuts: Tesco has reduced prices of own-brand staples like bread, milk and butter.

Free children’s meals: The “Kids Eat Free” café deal is available to Clubcard holders with any purchase (no minimum spend).

Price locks: Tesco has said it will be locking prices on more than 1,000 everyday products until July.

Waitrose

Value range: Essential Waitrose offers customers over 1000 products.

Recipe advice: "Super Saver recipes" for under £2 per portion meal inspiration.

Loyalty scheme: myWaitrose offers personalised discounts and other benefits including 20% off counters, and a free coffee every day with any purchase.