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Waitrose is on average 25.1% dearer than Iceland
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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.Read the other way: Iceland is on average 20.1% cheaper than Waitrose (a percentage changes with the shop you start from).
Based on 111 products in the Price Monitor's basket that both shops sell, matched to 78 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.
Waitrose was dearer on 69, cheaper on 37 and the same price on 5 of these 111 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, meat, non-alcoholic beverages, household goods, fish, oils and fats; without them, this figure would be +14.3%.
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.
Most Waitrose own-label meat is free range, slower reared or organic, which our matching check treats as a different product from standard meat. Only a few Waitrose meat products count here, and they carry meat's full share of spending.
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 Waitrose 23.3% dearer. Categories with fewer than 10 products both shops sell: bread and cereals: 4 products, 22% of the weight, meat: 3 products, 21% of the weight, non-alcoholic beverages: 8 products, 10% of the weight, household goods: 2 products, 5% 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 Waitrose.
| Iceland | Waitrose | |
|---|---|---|
 | Waitrose 24% dearer per kg | |
 | Waitrose 39% dearer per kg | |
| Waitrose 19% dearer per kg | ||
| Waitrose 19% dearer per kg | ||
| Waitrose 250% dearer per kg | ||
| Waitrose 288% dearer per kg | ||
| Waitrose 90% dearer per kg | ||
| Waitrose 109% dearer per kg | ||
| Waitrose 250% dearer per kg | ||
| Waitrose 2% cheaper per kg | ||
| Waitrose 3% cheaper per litre | ||
| Waitrose 3% cheaper per litre | ||
| Waitrose 10% dearer per litre | ||
 | Waitrose 9% cheaper per litre | |
| Waitrose 10% dearer per litre | ||
| Waitrose 9% cheaper per litre | ||
 | Waitrose 9% cheaper per litre | |
 | Waitrose 3% dearer per kg | |
 | Waitrose 8% dearer per kg | |
| Same price per kg | ||
| Waitrose 68% dearer per kg | ||
| Waitrose 13% cheaper per kg | ||
 | Waitrose 1% cheaper per kg | |
 |  | Waitrose 6% cheaper per kg |
 |  | Waitrose 17% cheaper per kg |
| Waitrose 41% dearer per kg | ||
 |  | Waitrose 19% cheaper per item |
|  | Waitrose 4% dearer per kg |
|  | Waitrose 8% cheaper per kg |
 |  | Waitrose 357% dearer per item |
|  | Waitrose 43% dearer per item |
 |  | Same price per item |
 | Waitrose 47% cheaper per kg | |
 |  | Same price per item |
 |  | Waitrose 10% cheaper per kg |
 | Waitrose 80% dearer per kg | |
 |  | Same price per item |
 |  | Waitrose 35% cheaper per kg |
 |  | Waitrose 31% cheaper per kg |
|  | Waitrose 18% dearer per kg |
 | Waitrose 1% dearer per kg | |
 | Waitrose 50% dearer per item | |
 |  | Waitrose 80% dearer per item |
| Waitrose 25% cheaper per kg | ||
 |  | Waitrose 33% dearer per item |
 | Waitrose 111% dearer per kg | |
 | Waitrose 75% dearer per kg | |
 |  | Same price per kg |
| Waitrose 133% dearer per kg | ||
| Waitrose 55% dearer per kg | ||
| Waitrose 3% dearer per kg | ||
| Waitrose 192% dearer per kg | ||
| Waitrose 30% dearer per kg | ||
 | Waitrose 24% dearer per kg | |
| Waitrose 7% cheaper per kg | ||
 |  | Waitrose 20% dearer per item |
| Waitrose 10% dearer per litre | ||
| Waitrose 7% cheaper per kg | ||
| Waitrose 47% dearer per item | ||
 | Waitrose 25% dearer per kg | |
 | Waitrose 11% dearer per kg | |
 | Waitrose 19% cheaper per kg | |
 |  | Waitrose 20% dearer per item |
| Waitrose 71% dearer per kg | ||
| Waitrose 24% dearer per kg | ||
|  | Waitrose 17% cheaper per kg |
 |  | Waitrose 10% cheaper per item |
| Waitrose 15% dearer per kg | ||
 | Waitrose 14% cheaper per kg | |
 | Waitrose 32% dearer per kg | |
| Waitrose 5% dearer per kg | ||
| Waitrose 133% dearer per kg | ||
| Waitrose 27% dearer per kg | ||
 | | Waitrose 5% dearer per kg |
|  | Waitrose 14% dearer per kg |
