The crown currently sits on the head of Aldi, and honestly, it’s not budging. For the eighth consecutive year, consumer champions like Which? have declared Aldi the overall cheapest full-service supermarket. A typical basket of 48 items costs around £10 less than at Waitrose. That’s a potential saving of over £500 a year, which is basically a free mini-break to Brighton.
But here’s the twist: Lidl is breathing down Aldi’s neck. The gap is often pennies—sometimes less than a quid. It’s like watching a close sprint in the Olympics, but with more bratwurst and middle aisles full of random power tools. The difference comes down to specific items. Lidl might beat Aldi on fresh salmon, while Aldi wins on baked beans. It’s that tight.
The Dark Horse: Iceland
Do not sleep on Iceland. While Aldi and Lidl dominate the fresh-and-cheap narrative, Iceland quietly wins on frozen goods. If you’re feeding a family and love a good freezer haul, Iceland can often undercut the German discounters. Their Loyalty Card prices are a game-changer, offering exclusive deals that make the big four blush.
Fun fact: When the nation went into lockdown in 2026, Iceland was the first supermarket to offer priority delivery slots to the elderly. That’s both cheap and a bit of a heart-warmer.
