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Morrisons is on average 6.3% dearer than Iceland
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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: Iceland is on average 6.0% cheaper than Morrisons (a percentage changes with the shop you start from).
Based on all 847 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.
Morrisons was dearer on 511, cheaper on 168 and the same price on 168 of these 847 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.
Few shared products in meat; without it, this figure would be +13.1%.
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 Morrisons 9.6% dearer. Categories with fewer than 10 products both shops sell: meat: 5 products, 22% of the weight. They count at their full share of household spending, like every category, so they can move the figure more than their few products suggest.
The badge shows the price difference per unit for Morrisons.
| Iceland | Morrisons | |
|---|---|---|
| Same price per kg | ||
| Same price per kg | ||
| Morrisons 50% dearer per kg | ||
| Morrisons 20% dearer per kg | ||
| Same price per kg | ||
 |  | Same price per kg |
| Morrisons 30% dearer per kg | ||
| Same price per kg | ||
| Morrisons 50% dearer per kg | ||
| Morrisons 3% dearer per kg | ||
| Morrisons 48% dearer per kg | ||
| Morrisons 50% dearer per kg | ||
 |  | Morrisons 30% dearer per kg |
 |  | Same price per litre |
| Morrisons 47% dearer per litre | ||
| Morrisons 3% cheaper per kg | ||
 |  | Morrisons 14% dearer per litre |
 |  | Morrisons 47% dearer per litre |
 |  | Morrisons 6% dearer per kg |
 |  | Morrisons 47% dearer per litre |
 |  | Morrisons 100% dearer per litre |
| Morrisons 25% dearer per litre | ||
| Morrisons 30% dearer per kg | ||
| Morrisons 20% cheaper per kg | ||
| Morrisons 41% dearer per kg | ||
| Morrisons 20% dearer per kg | ||
 |  | Morrisons 22% dearer per kg |
| Morrisons 9% dearer per kg | ||
 |  | Morrisons 16% cheaper per item |
 |  | Morrisons 40% dearer per kg |
| Morrisons 40% dearer per kg | ||
| Morrisons 9% dearer per kg | ||
 |  | Morrisons 45% dearer per item |
| Morrisons 40% dearer per kg | ||
| Morrisons 33% dearer per kg | ||
| Morrisons 100% dearer per item | ||
| Same price per item | ||
| Morrisons 9% dearer per kg | ||
| Morrisons 14% cheaper per kg | ||
| Morrisons 6% dearer per kg | ||
| Morrisons 4% cheaper per kg | ||
| Morrisons 28% cheaper per kg | ||
 |  | Morrisons 3% cheaper per kg |
| Morrisons 75% dearer per litre | ||
| Morrisons 25% dearer per kg | ||
 |  | Morrisons 70% dearer per kg |
| Morrisons 50% dearer per kg | ||
| Morrisons 87% dearer per kg | ||
| Morrisons 10% cheaper per kg | ||
| Morrisons 94% dearer per kg | ||
| Morrisons 5% cheaper per kg | ||
| Morrisons 20% cheaper per kg | ||
| Morrisons 27% cheaper per kg | ||
| Same price per kg | ||
| Morrisons 15% cheaper per kg | ||
| Morrisons 12% cheaper per litre | ||
| Same price per item | ||
 |  | Same price per litre |
| Morrisons 16% dearer per kg | ||
| Morrisons 20% cheaper per litre | ||
| Morrisons 10% dearer per item | ||
| Morrisons 20% dearer per litre | ||
| Same price per litre | ||
| Morrisons 33% dearer per kg | ||
| Same price per kg | ||
| Morrisons 33% dearer per litre | ||
| Morrisons 7% dearer per kg | ||
| Same price per kg | ||
| Morrisons 12% dearer per litre | ||
| Morrisons 52% dearer per litre | ||
 |  | Morrisons 40% dearer per litre |
 |  | Morrisons 8% cheaper per kg |
| Morrisons 20% dearer per kg | ||
| Morrisons 76% dearer per kg | ||
 |  | Morrisons 25% dearer per item |
