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Unpicking the Supermarket Price Match Puzzle

With Sainsbury’s announcing that it’s going to end its brand match comparison scheme, we’ve taken a quick look at how the other supermarkets price guarantees stack up.


So what does the Brand Guarantee really mean? Price match vouchers are a longstanding and common ploy in the ongoing war among the ‘big four’ supermarkets to win over and keep customers. Is there a catch? And how do the other supermarket price-matching schemes compare?  Here’s a quick run-down:


With new Price Match Brand Guarantee, Tesco was the first UK supermarket to offer shoppers the benefit of immediate savings on their basket at the tills. Tesco says it’s responding to its customers’ need for a better way to save when they grocery-shop. Instead of having to find and remember to bring the printed voucher from their previous shop, customers can receive their savings on the spot.

The Price Match Brand Guarantee replaced Tesco’s Price Promise, which involved a printed discount for your next shop if your basket was more expensive than it would have been at Asda, Morrisons or Sainsbury’s. The Guarantee simplifies this process so that any price matching discounts are applied automatically – no paper required! However, this will only be available in Tesco’s largest stores and online. It will also only be available when you buy at least 10 different products, not including any Tesco’s own brand goods.


Asda’s Price Guarantee claims to be 10% cheaper than Tesco, Morrisons or Waitrose – or they’ll refund the difference on your next shop. Shoppers have to wait at least three hours after they complete a shop to enter the barcode from their store receipt either online or via the Asda app. Asda is the only supermarket that will also run a comparison and honor its Price Guarantee against Waitrose.


Last year Morrisons has revamped its price-matching scheme to help shoppers. Under the current Match & More loyalty card program, shoppers could “earn” the difference of their shop in points towards a voucher. For every 1p where Morrisons was more expensive than the competition, shoppers would receive 10 points. Collect 5000 points to receive a £5 voucher, valid for any shop within the year. Points were only awarded when you spend more than £15. Confused yet?

In short, there’s no shortage of ways supermarkets are vying for your attention and what Tesco is doing to attract and keep customers by improving upon its price matching program is admirable. Know which of the several programs out there suits your grocery shopping needs best. And remember – with grocery prices changing daily and the supermarket price wars still raging – you are your own best advocate when it comes to true savings at the tills!


  1. chrisshoe says:

    If a product is sold in a different size or weight in each different shop, are they counted in price matching, or is this an easy way dodge

    • kerenkuller says:

      That’s a very good question and you should definitely ask your favourite retailer about that. Our best guess is that the price match promise applies to product unit size as well as name. The same way that Coca Cola 24x330ml is on Special Sale at Iceland but 15x330ml isn’t so you have to do the math to determine the best value
      Not sure this answers your question but I hope it helps. Thanks for commenting 🙂

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