Matching levels: how we compare products
We compare supermarket prices at three public levels. Every numeric claim on this research hub is tagged with its level. This page is the authoritative reference.
Methodology version 1.0 · Changelog
Source data last updated
Our three levels
| Internal label | Public level | Definition | Used in claims |
|---|---|---|---|
| EQUIVALENT | Level 1 — identical product | Same EAN/GTIN across ≥ 2 supermarkets | Underpins Level 1 product claims and provides data for Level 2 basket claims |
| COMPARABLE | Level 2 — comparable branded | Same brand + same size class | Level 2 claims |
| ALTERNATIVE | Level 3 — comparable own-label per kg/l | Functional equivalent per kg/l | Level 3 claims only |
What we don't publish
Products without a sufficient match (insufficient overlap in size or brand) are not included in our published comparisons.
Level 1 — identical product
Heinz Tomato Ketchup Glass Bottle 342g
View this product on Allsupers
Stocked at: asda morrisons sainsburys tesco waitrose
An identical product (same EAN) at five of the six supermarkets we track. Our Level 1 claims compare exactly this type of product at identical measurement points.
Level 2 — comparable branded
Hovis Soft White Medium 800g
View this product on Allsupers
Stocked at: asda morrisons sainsburys tesco waitrose
Different SKUs of the same branded product within the same size class (800g) across multiple supermarkets. Our Level 2 claims compare this type of product on composition, not identical EAN.
Level 3 — comparable own-label per kg/l
Tesco British Semi Skimmed Longlife UHT Milk 1 Litre
View this product on Allsupers
Stocked at: tesco
An own-label product with functionally equivalent alternatives (Sainsbury's, ASDA, Morrisons own-label semi-skimmed UHT 1L) at other supermarkets. Our Level 3 claims compare per litre, not by brand or EAN.