vs
ASDA and Iceland are level with each other
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If we had drawn a different but equally fair set of basket products, the figure would fall inside this range 95 times out of 100. Products that share a shop product are drawn together, so a shared price never counts twice. The range runs from cheaper to dearer, so these two shops are too close to call.Based on 275 products in the Price Monitor's basket that both shops sell, matched to 224 different pairs of shop products. Below are 75 of those pairs, spread across categories by household spending. For the full list, email research@allsupers.co.uk.
Iceland was dearer on 206, cheaper on 58 and the same price on 11 of these 275 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 starts from a product in our basket. At each shop we take the most similar own-label product, confirmed by our automated matching check. One shop product can be the closest match for several basket products, so it can appear in more than one row.
Few shared products in bread and cereals, food products n.e.c., household goods, fish, oils and fats; without them, this figure would be +16.8%.
Our own system failed to collect Asda's fruit and vegetables from 11 May to 6 October 2026, so those two categories are missing for Asda; the fault is ours, not Asda's. Asda is ranked on the other categories, and its range is widened for the missing part.
Iceland's own-label range has no products similar enough to compare in personal care or sugar and sweets, so those two categories are missing for Iceland. In fish, other food, and oils and fats its figure rests on one product family each, and in household goods on two (both shopping bags). Its range is widened for the missing part.
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. Own-label means each shop's own brands, whatever their name; premium ranges rarely pass our matching check, so these are mostly standard lines. 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 5.5% dearer. Categories with fewer than 10 products both shops sell: bread and cereals: 2 products, 25% of the weight, food products n.e.c.: 2 products, 9% of the weight, household goods: 2 products, 6% of the weight, fish: 1 product, 5% of the weight, oils and fats: 2 products, 4% 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 Iceland.
| ASDA | Iceland | |
|---|---|---|
| Iceland 19% cheaper per kg | ||
| Iceland 13% dearer per kg | ||
 |  | Iceland 67% dearer per kg |
| Iceland 67% dearer per kg | ||
| Iceland 12% cheaper per kg | ||
 | Iceland 33% dearer per kg | |
| Iceland 50% cheaper per litre | ||
| Iceland 32% dearer per kg | ||
 | Iceland 20% cheaper per kg | |
 | Iceland 9% cheaper per item | |
| Iceland 11% dearer per kg | ||
| Iceland 14% dearer per litre | ||
 | Iceland 20% dearer per litre | |
| Iceland 20% dearer per litre | ||
| Iceland 20% dearer per litre | ||
| Iceland 11% cheaper per litre | ||
| Iceland 9% dearer per litre | ||
| Iceland 17% dearer per litre | ||
| Iceland 25% dearer per litre | ||
| Iceland 11% dearer per litre | ||
| Same price per kg | ||
| Same price per kg | ||
| Iceland 42% dearer per kg | ||
| Same price per kg | ||
| Iceland 66% dearer per kg | ||
| Iceland 33% dearer per kg | ||
 |  | Iceland 56% dearer per kg |
| Iceland 38% dearer per kg | ||
 | Iceland 7% dearer per kg | |
| Iceland 46% dearer per kg | ||
 | Iceland 11% cheaper per kg | |
| Iceland 40% dearer per kg | ||
| Iceland 17% dearer per kg | |
| Iceland 86% dearer per kg | |
| Iceland 28% dearer per kg | ||
 | Iceland 1% dearer per kg | |
| Iceland 41% dearer per kg | ||
| Iceland 55% dearer per kg | ||
 | Iceland 125% dearer per kg | |
| Iceland 30% dearer per kg | ||
 | | Iceland 64% dearer per kg |
 | Iceland 24% dearer per kg | |
 | Iceland 18% dearer per kg | |
 | Iceland 42% cheaper per item | |
 |  | Iceland 150% dearer per item |
 |  | Iceland 56% cheaper per kg |
 | Iceland 13% cheaper per kg | |
| Iceland 45% cheaper per kg | ||
| Same price per litre | ||
| Iceland 26% dearer per kg | ||
 | Iceland 49% dearer per kg | |
| Iceland 29% cheaper per litre | ||
| Iceland 12% dearer per kg | ||
| Iceland 25% dearer per kg | ||
| Iceland 82% dearer per kg | ||
 | Iceland 7% dearer per kg | |
| Iceland 28% cheaper per litre | ||
| Iceland 15% dearer per kg | ||
 |  | Iceland 13% dearer per kg |
| Iceland 29% cheaper per litre | ||
 | | Iceland 6% cheaper per kg |
| Iceland 19% dearer per kg | ||
| Iceland 11% dearer per kg | ||
| Iceland 7% dearer per kg | ||
| Iceland 55% dearer per kg | ||
| Iceland 11% dearer per kg | ||
| Iceland 45% dearer per litre | ||
| Iceland 4% dearer per kg | ||
| Same price per litre | ||
| Iceland 46% dearer per kg | ||
| Iceland 17% dearer per litre | ||
 | Iceland 35% dearer per kg | |
 | Iceland 11% dearer per litre | |
| Iceland 6% dearer per kg | ||
| Iceland 44% dearer per litre |
