The price of own-brand and budget products in supermarkets has been rising far faster than premium and branded items during the cost of living crisis, new figures suggest.
Which? tracked tens of thousands of products across eight major supermarkets – and while budget ranges had surged by as much as 18%, the price of premium lines was up 12%.
The sharpest rise was found in the cost of Waitrose’s chocolate chip shortbread. It was priced at 82p in the year to 31 October 2021 – but one year on, this had surged to £2.25.
Please use Chrome browser for a more accessible video player
0:26
Farming union’s warning over food prices
Meanwhile, a chilli con carne ready meal from Asda would have set you back £1.20 last year – jumping 132% to £2.79 come 2022.
While Aldi and Lidl are generally the cheapest of the big chains, Which? research suggests they are actually the worst supermarkets for overall inflation – with prices at both up by an average of about 19%.
Asda was third in these rankings on 15.2%, followed by Morrisons on 14.4%, Waitrose on 14.2%, Sainsburys on 13.7%, and Tesco on 12.6%. Ocado had the least inflation overall – but prices still rose by 10.3%.
Despite budget lines being hard hit by the cost of living crisis, Which? has urged supermarkets to work harder in ensuring they are available throughout all branches – including in smaller convenience stores.
Which? head of food policy Sue Davies said the data paints a bleak picture – but the consumer watchdog hopes it will help “millions of people find the best possible value with their weekly shop”.
She added: “We know the big supermarkets have the ability to take action and make a real difference to people struggling through the worst cost of living crisis in decades. That’s why we’re calling on them to ensure everyone has easy access to basic, affordable food lines at a store near them, can easily compare the price of products to get the best value, and that promotions are targeted at supporting people most in need”.
Advertisement
Please use Chrome browser for a more accessible video player
1:13
‘Glimmer of hope’ food costs will fall in 2023
Aldi said the rising price of milk in its stores was due to its decision to pay more to suppliers – benefiting British dairy farmers.
Meanwhile, Lidl has disputed the data and said: “Prior to the press release being issued to media, we made Which? aware of multiple discrepancies within the data concerning Lidl prices. This included over 100 separate pricing inaccuracies, which were clearly highlighted to Which? Despite this, they have chosen to mislead consumers by reporting data that they know to be incorrect.”
Asda said it was focused on keeping the prices of branded and own-label products in check, with Morrisons vowing to remain competitive during an “unprecedented period of inflation”.
Waitrose warned “no retailer is immune to inflation”, with rising production costs and the war in Ukraine just some of the factors that have driven prices up. Meanwhile, Sainsburys said it is investing £500m to reduce the price of items that its customers buy the most.
A Tesco spokesperson said it has locked the price of more than 1,000 household staples until 2023 and is “keeping a laser focus on the cost of the weekly shop”.
Manchester Arena bomb plotter Hashem Abedi has been charged with three counts of attempted murder.
It comes after four prison officers were injured in an attack at the maximum security prison HMP Frankland in Co Durham on 12 April.
Abedi has also been charged with one count of assault occasioning actual bodily harm and one count of unauthorised possession of a knife or offensive weapon.
Counter Terrorism Policing North East has said it carried out a “thorough investigation” of the incident with Durham Constabulary and HMP Frankland.
He remains in prison and is due to appear at Westminster Magistrates’ Court on 18 September.
Three prison officers were taken to hospital with serious injuries following the incident.
Marnie’s first serious relationship came when she was 16-years-old.
Warning: This article contains references to strangulation, coercive control and domestic abuse.
She was naturally excited when a former friend became her first boyfriend.
But after a whirlwind few months, everything changed with a slow, determined peeling away of her personality.
“There was isolation, then it was the phone checking,” says Marnie.
As a survivor of abuse, we are not using her real name.
“When I would go out with my friends or do something, I’d get constant phone calls and messages,” she says.
“I wouldn’t be left alone to sort of enjoy my time with my friends. Sometimes he might turn up there, because I just wasn’t trusted to just go and even do something minor like get my nails done.”
Image: The internet is said to be helping to fuel a rise in domestic abuse among teens. Pic: iStock
He eventually stopped her from seeing friends, shouted at her unnecessarily, and accused her of looking at other men when they would go out.
If she ever had any alone time, he would bombard her with calls and texts; she wasn’t allowed to do anything without him knowing where she was.
He monitored her phone constantly.
“Sometimes I didn’t even know someone had messaged me.
“My mum maybe messaged to ask me where I was. He would delete the message and put my phone away, so then I wouldn’t even have a clue my mum had tried to reach me.”
The toll of what Marnie experienced was only realised 10 years later when she sought help for frequent panic attacks.
She struggled to comprehend the damage her abuser had inflicted when she was diagnosed with PTSD.
This is what psychological abuse and coercive control looks like.
Please use Chrome browser for a more accessible video player
2:56
‘His hands were on my throat – he didn’t stop’
Young women and girls in the UK are increasingly falling victim, with incidents of domestic abuse spiralling among under-25s.
Exclusive data shared with Sky News, gathered by domestic abuse charity Refuge, reveals a disturbing rise in incidents between April 2024 and March 2025.
Psychological abuse was the most commonly reported form of harm, affecting 73% of young women and girls.
Of those experiencing this form of manipulation, 49% said their perpetrator had threatened to harm them and a further 35% said their abuser had threatened to kill them.
Among the 62% of 16-25 year olds surveyed who had reported suffering from physical violence, half of them said they had been strangled or suffocated.
Earlier this year, Sky News reported that school children were asking for advice on strangulation, but Kate Lexen, director of services at charity Tender, says children as young as nine are asking about violent pornography and displaying misogynistic behaviour.
Image: Kate Lexen, director of services at charity Tender
“What we’re doing is preventing what those misogynistic behaviours can then escalate onto,” Ms Lexen says.
Tender has been running workshops and lessons on healthy relationships in primary and secondary schools and colleges for over 20 years.
Children as young as nine ‘talking about strangulation’
Speaking to Sky News, Ms Lexen says new topics are being brought up in sessions, which practitioners and teachers are adapting to.
“We’re finding those Year 5 and Year 6 students, so ages 9, 10 and 11, are talking about strangulation, they’re talking about attitudes that they’ve read online and starting to bring in some of those attitudes from some of those misogynistic influencers.
“There are ways that they’re talking about and to their female teachers.
“We’re finding that from talking to teachers as well that they are really struggling to work out how to broach these topics with the students that they are working with and how to make that a really safe space and open space to have those conversations in an age-appropriate way, which can be very challenging.”
Please use Chrome browser for a more accessible video player
4:58
Hidden domestic abuse deaths
Charities like Tender exist to prevent domestic abuse and sexual violence.
Ms Lexen says without tackling misogynistic behaviours “early on with effective prevention education” then the repercussions, as the data for under 25s proves, will be “astronomical”.
At Refuge, it is already evident. Elaha Walizadeh, senior programme manager for children and young people, says the charity has seen a rise in referrals since last year.
Image: Elaha Walizadeh, senior programme manager for children and young people at Refuge
“We have also seen the dynamics of abuse changing,” she adds. “So with psychological abuse being reported, we’ve seen a rise in that and non-fatal strangulation cases, we’ve seen a rise in as well.
“Our frontline workers are telling us that the young people are telling them usually abuse starts from smaller signs. So things like coercive control, where the perpetrators are stopping them from seeing friends and family. It then builds.”
Misogyny to violent behaviour might seem like a leap.
But experts and survivors are testament to the fact that it is happening.