Shoppers at Tesco and Sainsbury's who decline to use loyalty cards are being charged more for branded products than customers at Waitrose, according to research by the consumer watchdog Which?.
The organisation examined 245 branded items, including products from Heinz, Nescafe and Mr Kipling, during February.
Sainsbury's emerged as the most expensive option for those without a Nectar card, with the basket of goods costing £942.66, with some 14 per cent higher than Asda, which came in cheapest at £823.58.
Tesco's non-Clubcard prices totalled £916.56, representing an 11 per cent premium over Asda.
Tesco and Sainsbury's shoppers are paying than Waitrose without loyalty cards, Which? research claims
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Ryvita Thins in sea salt and vinegar flavour cost just £1.25 at Waitrose, yet shoppers at Morrisons, Tesco and Sainsbury's without loyalty cards paid £2.30 on average, representing an 84 per cent markup.
Amoy Straight To Wok Noodles showed a similar pattern, priced at £1.25 at both Waitrose and Morrisons but reaching £2.15 at Tesco and Sainsbury's for non-members, a 72 per cent difference.
Perhaps most striking was L'Oreal Paris Elvive Bond Repair Shampoo at Tesco, where customers without a Clubcard faced paying £13 for a 200ml bottle, which is double the £6.50 charged to members.
Tesco Clubcard holders would pay £837.43 for the same basket of goods, just two per cent above Asda's prices.
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Supermarkets have struggled to navigate the cost of living crisis | gbnewsSainsbury's Nectar members fare similarly, with their total coming to £848.56, only three per cent more than the budget retailer. However, Which? noted that not all consumers can access these savings.
Some shoppers are reluctant to join membership programmes due to concerns about data privacy, whilst others face eligibility barriers.
Tesco customers under 18 are currently unable to register for a Clubcard, though the supermarket has committed to reviewing this policy before the year ends. The watchdog excluded Aldi and Lidl from its analysis as these discounters do not stock enough branded products.
Which? retail editor Reena Sewraz described the findings as "a shocking truth" that demonstrates how loyalty schemes have transformed grocery pricing.
Britons continues to grapple with the cost of living | GETTYShe said: "Our analysis reveals a shocking truth and shows the impact loyalty schemes have had on grocery pricing. Branded favourites can actually be cheaper at Waitrose than at the UK’s biggest supermarkets for shoppers who don’t use a loyalty card – something that would have seemed unthinkable until a few years ago.
"If you’ve got your heart set on specific brands, your best bet is to shop around, keep a close eye on the unit price, and stock up whenever you see a good deal – otherwise, you’re likely to end up paying way over the odds.
"While loyalty cards definitely offer some savings, if you don’t use one you’re better off heading to Asda, where the pricing is usually cheaper on a range of branded goods."
A Sainsbury's spokesman defended the chain's approach, stating: "We have invested over £1billion in recent years to help keep prices low and we know more customers are choosing to do their shop at Sainsbury's."
Tesco responded by highlighting that 24 million UK households hold a Clubcard, with more than 80 per cent of sales made using the scheme. A spokesman added that everyday low prices and Aldi price matching ensure competitive pricing.