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Sainsbury's is on average 10.7% 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 9.7% cheaper than Sainsbury's (a percentage changes with the shop you start from).
Based on all 880 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.
Sainsbury's was dearer on 510, cheaper on 188 and the same price on 182 of these 880 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 Sainsbury's 8.7% dearer.
The badge shows the price difference per unit for Sainsbury's.
| Iceland | Sainsbury's | |
|---|---|---|
 |  | Same price per kg |
| Sainsbury's 43% dearer per kg | ||
| Same price per kg | ||
| Sainsbury's 33% cheaper per kg | ||
| Sainsbury's 4% dearer per kg | ||
| Sainsbury's 34% dearer per kg | ||
| Sainsbury's 40% dearer per kg | ||
| Sainsbury's 9% dearer per kg | ||
| Sainsbury's 50% dearer per kg | ||
| Sainsbury's 50% dearer per kg | ||
 |  | Same price per kg |
| Sainsbury's 47% dearer per kg | ||
 |  | Sainsbury's 47% dearer per litre |
| Sainsbury's 15% cheaper per litre | ||
| Sainsbury's 20% dearer per litre | ||
| Sainsbury's 15% cheaper per litre | ||
| Sainsbury's 12% cheaper per kg | ||
| Sainsbury's 5% dearer per litre | ||
| Sainsbury's 4% dearer per litre | ||
| Sainsbury's 15% cheaper per litre | ||
| Same price per kg | ||
| Sainsbury's 33% dearer per kg | ||
| Sainsbury's 9% dearer per kg | ||
| Same price per kg | ||
 |  | Sainsbury's 7% dearer per item |
| Same price per kg | ||
| Sainsbury's 33% dearer per kg | ||
| Sainsbury's 3% cheaper per kg | ||
| Sainsbury's 28% dearer per kg | ||
| Sainsbury's 25% dearer per item | ||
 |  | Sainsbury's 115% dearer per item |
| Same price per kg | ||
| Same price per item | ||
| Sainsbury's 74% dearer per kg | ||
| Same price per kg | ||
 | Sainsbury's 5% cheaper per litre | |
| Sainsbury's 39% dearer per kg | ||
| Sainsbury's 24% cheaper per kg | ||
| Sainsbury's 62% dearer per kg | ||
| Sainsbury's 49% dearer per kg | ||
| Sainsbury's 25% cheaper per kg | ||
| Same price per kg | ||
| Sainsbury's 32% dearer per kg | ||
| Sainsbury's 6% dearer per kg | ||
| Sainsbury's 10% cheaper per kg | ||
| Same price per kg | ||
| Sainsbury's 14% dearer per kg | ||
| Sainsbury's 25% cheaper per kg | ||
| Sainsbury's 32% dearer per kg | ||
| Sainsbury's 43% cheaper per kg | ||
 |  | Same price per kg |
| Sainsbury's 14% dearer per kg | ||
| Sainsbury's 32% dearer per kg | ||
| Sainsbury's 80% dearer per kg | ||
 |  | Sainsbury's 3% cheaper per kg |
| Same price per litre | ||
| Sainsbury's 94% dearer per kg | ||
| Sainsbury's 40% dearer per kg | ||
| Sainsbury's 7% dearer per litre | ||
| Sainsbury's 29% cheaper per litre | ||
| Sainsbury's 11% cheaper per litre | ||
| Sainsbury's 7% dearer per kg | ||
| Same price per kg | ||
| Sainsbury's 2% dearer per litre | ||
| Sainsbury's 13% cheaper per litre | ||
| Sainsbury's 21% cheaper per litre | ||
| Sainsbury's 24% cheaper per litre | ||
| Sainsbury's 5% dearer per kg | ||
| Same price per litre | ||
| Sainsbury's 13% dearer per litre | ||
| Sainsbury's 8% dearer per litre | ||
| Sainsbury's 17% cheaper per litre | ||
| Same price per kg | ||
 |  | Sainsbury's 6% dearer per kg |
| Same price per kg |
