vs
Iceland is on average 2.8% cheaper than ASDA
ⓘ
If we had drawn a different but equally fair set of the products both shops sell, the figure would fall inside this range 95 times out of 100. Products of the same brand are drawn together.Why two numbers? Across the 1,342 matched branded products used here, Iceland is 2.8% cheaper than ASDA. The main ranking combines comparisons with other supermarkets within each category and gives Iceland a 0.5% lower price level than ASDA, a smaller difference that does not pass the ranking's statistical test. It draws on more matched comparisons, involving different product selections. Your savings depend on what you buy. How we compare: allsupers.co.uk/research/methodology
Read the other way: ASDA is on average 2.9% dearer than Iceland (a percentage changes with the shop you start from).
Based on all 1,342 branded products we compared at both shops. Below are 75 of them, spread across categories by household spending. For the full list, email research@allsupers.co.uk.
Iceland was dearer on 540, cheaper on 549 and the same price on 253 of these 1,342 products. These counts show direction only; the average above also weighs how large each difference is and each category's share of spending.
Each row is the same branded product at both shops.
How we compare prices
We compare the price per kilo, per litre or per item, so pack sizes do not distort the result. Items sold by the piece are only compared with a similar number of pieces. Prices as of 31 August 2026; where a cheaper promotion was running, we use that price.
How the figure is worked out
For each spending category we average the price differences of the products both shops sell, then combine the categories by their share of household spending. The ranking on the Price Monitor page compares all shops at once, through every other shop as well, so it can differ from this two-shop figure; for these two shops the ranking gives Iceland 0.5% cheaper.
The badge shows the price difference per unit for Iceland.
| ASDA | Iceland | |
|---|---|---|
| Iceland 2% dearer per kg | ||
| Iceland 1% dearer per kg | ||
| Iceland 36% cheaper per kg | ||
| Same price per kg | ||
| Iceland 2% dearer per kg | ||
| Iceland 1% dearer per kg | ||
 |  | Iceland 37% cheaper per kg |
| Iceland 3% dearer per kg | ||
| Iceland 29% cheaper per kg | ||
| Same price per kg | ||
| Same price per kg | ||
| Iceland 9% dearer per kg | ||
 |  | Iceland 26% cheaper per item |
| Iceland 50% dearer per kg | ||
| Iceland 21% cheaper per kg | ||
| Iceland 28% cheaper per kg | ||
| Same price per kg | ||
 |  | Iceland 17% cheaper per item |
| Iceland 27% cheaper per kg | ||
| Same price per kg | ||
 |  | Same price per item |
| Same price per item | ||
| Iceland 5% dearer per kg | ||
| Iceland 17% cheaper per kg | ||
 Mr Kipling Lunchbox Banana Cake Slices 4 Pack £0.41 each | Iceland 39% cheaper per item | |
| Same price per kg | ||
| Same price per kg | ||
 |  | Iceland 13% cheaper per item |
| Same price per kg | ||
| Iceland 21% cheaper per litre | ||
| Iceland 7% cheaper per litre | ||
| Iceland 12% cheaper per litre | ||
 |  | Iceland 7% cheaper per litre |
| Iceland 9% dearer per item | ||
| Iceland 4% dearer per litre | ||
| Same price per litre | ||
 |  | Iceland 19% cheaper per kg |
| Iceland 1% dearer per kg | ||
| Iceland 7% cheaper per litre | ||
| Same price per litre | ||
| Same price per kg | ||
 Aero Orange & Chocolate Bubbly Mousse 4 x 58g (232g) £4.31/kg | Iceland 49% cheaper per kg | |
| Iceland 24% cheaper per kg | ||
| Iceland 43% cheaper per litre | ||
| Iceland 22% cheaper per kg | ||
| Iceland 6% dearer per kg | ||
| Iceland 27% cheaper per kg | ||
| Iceland 13% dearer per kg | ||
| Iceland 1% cheaper per kg | ||
| Iceland 6% cheaper per kg | ||
| Iceland 1% dearer per kg | ||
| Iceland 7% cheaper per kg | ||
| Iceland 43% dearer per kg | ||
| Iceland 26% cheaper per kg | ||
 |  | Iceland 5% cheaper per kg |
 |  | Iceland 14% cheaper per kg |
| Iceland 1% dearer per kg | ||
| Iceland 5% dearer per kg | ||
| Iceland 14% cheaper per kg | ||
| Iceland 2% dearer per kg | ||
| Iceland 20% dearer per kg | ||
| Iceland 10% dearer per kg | ||
| Iceland 13% dearer per kg | ||
| Iceland 1% dearer per kg | ||
| Same price per kg | ||
 |  | Iceland 17% cheaper per kg |
| Iceland 70% dearer per kg | ||
 |  | Iceland 14% dearer per litre |
| Iceland 3% dearer per litre | ||
| Iceland 37% cheaper per kg | ||
| Iceland 25% dearer per litre | ||
| Iceland 65% dearer per litre | ||
| Iceland 25% dearer per litre | ||
| Iceland 2% cheaper per litre | ||
| Same price per litre |
