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Iceland is on average 4.0% cheaper than ASDA
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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.Read the other way: ASDA is on average 4.2% dearer than Iceland (a percentage changes with the shop you start from).
Based on all 1,452 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 543, cheaper on 617 and the same price on 292 of these 1,452 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 30 September 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 2.6% cheaper.
The badge shows the price difference per unit for Iceland.
| ASDA | Iceland | |
|---|---|---|
| Iceland 1% dearer per kg | ||
| Iceland 19% cheaper per kg | ||
| Iceland 2% dearer per kg | ||
| Iceland 19% cheaper per kg | ||
 |  | Iceland 23% cheaper per kg |
 |  | Iceland 33% cheaper per kg |
| Iceland 25% dearer per kg | ||
| Same price per kg | ||
 |  | Iceland 2% dearer per kg |
| Iceland 7% dearer per kg | ||
| Same price per kg | ||
| Same price per kg | ||
| Iceland 29% dearer per kg | ||
| Iceland 25% dearer per kg | ||
| Same price per kg | ||
 |  | Iceland 18% cheaper per item |
 |  | Iceland 1% dearer per item |
| Same price per kg | ||
| Iceland 22% dearer per item | ||
| Iceland 11% dearer per kg | ||
 |  | Iceland 9% cheaper per kg |
| Iceland 9% cheaper per kg | ||
| Iceland 19% cheaper per kg | ||
| Iceland 8% cheaper per kg | ||
| Same price per kg | ||
| Same price per item | ||
| Iceland 60% dearer per kg | ||
| Same price per kg | ||
 |  | Iceland 40% cheaper per item |
| Iceland 24% cheaper per litre | ||
| Iceland 28% cheaper per litre | ||
| Iceland 9% dearer per litre | ||
| Iceland 14% cheaper per litre | ||
| Iceland 17% dearer per litre | ||
| Iceland 10% cheaper per kg | ||
| Same price per litre | ||
| Iceland 7% cheaper per litre | ||
 |  | Iceland 26% cheaper per kg |
| Iceland 4% dearer per kg | ||
| Iceland 14% cheaper per litre | ||
| Same price per litre | ||
| Iceland 28% cheaper per kg | ||
| Iceland 23% cheaper per litre | ||
| Same price per kg | ||
 |  | Same price per kg |
| Iceland 49% cheaper per litre | ||
| Iceland 41% dearer per litre | ||
| Iceland 33% cheaper per kg | ||
| Iceland 16% cheaper per kg | ||
| Same price per kg | ||
| Iceland 21% cheaper per kg | ||
| Iceland 26% cheaper per kg | ||
 |  | Iceland 5% cheaper per kg |
| Iceland 13% dearer per kg | ||
 |  | Iceland 14% cheaper per kg |
| Iceland 1% cheaper per kg | ||
 | Iceland 56% cheaper per kg | |
| Iceland 5% dearer per kg | ||
| Iceland 1% dearer per kg | ||
| Iceland 1% dearer per kg | ||
| Iceland 20% dearer per kg | ||
| Iceland 1% dearer per kg | ||
| Same price per kg | ||
| Iceland 2% dearer per kg | ||
| Iceland 5% dearer per kg | ||
| Iceland 10% dearer per kg | ||
 | Iceland 2% dearer per kg | |
| Iceland 37% cheaper per kg | ||
| Iceland 34% dearer per litre | ||
| Same price per item | ||
| Same price per litre | ||
| Same price per litre | ||
| Same price per litre | ||
| Same price per item | ||
| Iceland 33% cheaper per litre |
