vs
Iceland and Sainsbury's 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 280 products in the Price Monitor's basket that both shops sell, matched to 189 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.
Sainsbury's was dearer on 84, cheaper on 163 and the same price on 33 of these 280 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., oils and fats; without them, this figure would be −13.9%.
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 Sainsbury's 3.2% cheaper. Categories with fewer than 10 products both shops sell: bread and cereals: 9 products, 22% of the weight, food products n.e.c.: 1 product, 8% 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 Sainsbury's.
| Iceland | Sainsbury's | |
|---|---|---|
| Sainsbury's 44% dearer per kg | ||
| Sainsbury's 38% dearer per kg | ||
 | Sainsbury's 38% cheaper per kg | |
| Sainsbury's 100% dearer per litre | ||
| Same price per litre | ||
| Sainsbury's 23% cheaper per kg | ||
| Same price per litre | ||
| Sainsbury's 3% dearer per kg | ||
| Sainsbury's 15% cheaper per kg | ||
| Sainsbury's 12% cheaper per kg | ||
| Sainsbury's 9% cheaper per litre | ||
| Same price per litre | ||
| Sainsbury's 20% cheaper per litre | ||
| Same price per litre | ||
| Sainsbury's 8% dearer per litre | ||
| Sainsbury's 7% cheaper per litre | ||
| Sainsbury's 20% cheaper per litre | ||
| Same price per kg | ||
| Same price per kg | ||
| Sainsbury's 44% cheaper per kg | ||
| Sainsbury's 25% cheaper per kg | ||
| Sainsbury's 59% cheaper per kg | ||
| Sainsbury's 12% cheaper per kg | ||
| Sainsbury's 20% cheaper per kg | ||
| Same price per kg | ||
| Sainsbury's 34% cheaper per kg | ||
| Sainsbury's 17% cheaper per kg | ||
| Sainsbury's 22% cheaper per kg | ||
| Sainsbury's 21% cheaper per kg | ||
| Sainsbury's 1% cheaper per kg | ||
| Sainsbury's 26% cheaper per kg | ||
| Sainsbury's 19% cheaper per kg | ||
 | Sainsbury's 5% dearer per kg | |
| Sainsbury's 41% cheaper per kg | ||
| Sainsbury's 17% dearer per kg | |
| Same price per kg | ||
 |  | Sainsbury's 3% cheaper per kg |
 |  | Same price per item |
 |  | Sainsbury's 46% cheaper per kg |
 |  | Sainsbury's 7% dearer per item |
|  | Sainsbury's 17% cheaper per kg |
 |  | Sainsbury's 4% cheaper per item |
 |  | Sainsbury's 23% cheaper per item |
 |  | Sainsbury's 5% cheaper per item |
 |  | Sainsbury's 19% cheaper per kg |
| Sainsbury's 23% cheaper per kg | ||
 |  | Sainsbury's 37% cheaper per kg |
 |  | Sainsbury's 5% cheaper per item |
 |  | Sainsbury's 46% cheaper per kg |
 | Sainsbury's 33% cheaper per kg | |
| Sainsbury's 16% cheaper per kg | ||
 | Sainsbury's 38% dearer per kg | |
| Sainsbury's 164% dearer per kg | ||
 | Sainsbury's 37% cheaper per item | |
 | Sainsbury's 148% dearer per kg | |
| Sainsbury's 45% cheaper per kg | ||
| Sainsbury's 25% cheaper per kg | ||
| Sainsbury's 55% dearer per kg | ||
| Sainsbury's 55% dearer per kg | ||
| Sainsbury's 7% cheaper per kg | ||
 | Sainsbury's 22% dearer per kg | |
| Sainsbury's 11% cheaper per kg | ||
| Sainsbury's 11% cheaper per kg | ||
| Sainsbury's 15% dearer per kg | ||
| Sainsbury's 20% dearer per kg | ||
| Sainsbury's 12% cheaper per litre | ||
| Sainsbury's 24% cheaper per kg | ||
| Sainsbury's 3% cheaper per litre | ||
| Sainsbury's 42% dearer per litre | ||
 | Sainsbury's 22% cheaper per kg | |
| Sainsbury's 20% cheaper per kg | ||
| Sainsbury's 20% dearer per kg | ||
| Sainsbury's 11% cheaper per kg | ||
| Sainsbury's 53% dearer per kg | ||
| Sainsbury's 21% cheaper per kg |
