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Iceland and Morrisons 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 271 products in the Price Monitor's basket that both shops sell, matched to 209 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.
Morrisons was dearer on 105, cheaper on 141 and the same price on 25 of these 271 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.
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 Morrisons 0.2% cheaper. Categories with fewer than 10 products both shops sell: food products n.e.c.: 2 products, 7% of the weight, household goods: 1 product, 4% of the weight, fish: 1 product, 4% of the weight, oils and fats: 2 products, 3% 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 | |
|---|---|---|
| Morrisons 3% cheaper per litre | ||
 |  | Same price per kg |
 | Morrisons 3% dearer per kg | |
| Morrisons 6% cheaper per litre | ||
| Morrisons 80% dearer per kg | ||
| Morrisons 15% cheaper per kg | ||
| Morrisons 29% dearer per litre | ||
 | | Morrisons 10% dearer per kg |
 |  | Morrisons 5% dearer per item |
| Morrisons 140% dearer per litre | ||
| Morrisons 17% cheaper per litre | ||
| Same price per litre | ||
| Morrisons 25% cheaper per litre | ||
| Morrisons 14% cheaper per litre | ||
| Morrisons 17% cheaper per litre | ||
| Morrisons 38% dearer per litre | ||
| Same price per litre | ||
| Same price per kg | ||
 | Morrisons 8% dearer per kg | |
| Morrisons 25% cheaper per kg | ||
| Morrisons 22% cheaper per kg | ||
| Morrisons 15% cheaper per kg | ||
| Morrisons 2% dearer per kg | ||
 | Morrisons 17% dearer per kg | |
 | Morrisons 6% cheaper per kg | |
| Morrisons 12% cheaper per kg | ||
| Morrisons 12% cheaper per kg | ||
| Same price per kg | ||
| Morrisons 11% cheaper per kg | ||
 | Morrisons 20% cheaper per kg | |
 | Morrisons 13% cheaper per kg | |
| Morrisons 45% cheaper per kg | ||
| Morrisons 38% cheaper per kg | |
| Morrisons 4% dearer per kg | |
| Morrisons 27% dearer per kg | ||
| Morrisons 11% cheaper per kg | ||
 |  | Morrisons 40% cheaper per item |
 |  | Morrisons 19% cheaper per kg |
| Morrisons 10% dearer per kg | ||
|  | Morrisons 54% cheaper per kg |
| Morrisons 10% cheaper per kg | ||
 |  | Morrisons 9% cheaper per kg |
 |  | Morrisons 21% cheaper per item |
 |  | Morrisons 63% cheaper per kg |
 |  | Morrisons 5% cheaper per item |
 |  | Morrisons 34% cheaper per kg |
 |  | Morrisons 19% cheaper per kg |
 |  | Morrisons 8% dearer per item |
 |  | Morrisons 17% cheaper per kg |
 | Morrisons 3% cheaper per kg | |
 |  | Morrisons 8% dearer per item |
 |  | Morrisons 16% cheaper per item |
 | Morrisons 50% dearer per kg | |
| Morrisons 50% dearer per kg | ||
 | Morrisons 4% cheaper per kg | |
 | Morrisons 4% cheaper per kg | |
| Morrisons 50% dearer per kg | ||
 |  | Morrisons 27% dearer per item |
|  | Morrisons 32% dearer per item |
| Morrisons 25% cheaper per kg | ||
| Morrisons 20% dearer per kg | ||
 | Morrisons 15% dearer per kg | |
| Morrisons 30% cheaper per kg | ||
| Morrisons 95% dearer per kg | ||
 | Morrisons 15% cheaper per kg | |
| Morrisons 12% cheaper per litre | ||
| Morrisons 25% dearer per kg | ||
| Same price per litre | ||
| Same price per kg | ||
| Morrisons 25% cheaper per kg | ||
| Morrisons 1% cheaper per kg | ||
| Morrisons 22% dearer per kg | ||
| Same price per litre | ||
| Morrisons 25% cheaper per kg | ||
 | Morrisons 19% dearer per kg |
