The price of basic groceries such as butter, milk and cheese went up 30% year-on-year at some supermarkets in December, new figures show. While overall food and drink inflation reached 15% in December across the eight major supermarkets, butters and spreads rose by an “astonishing” 29.4%, according to tracking by watchdog Which?
Milk was 26.3% more expensive than a year before, while cheese (22.3%), bakery items (19.5%), water (18.6%) and savoury pies, pastries and quiches (18.5%) also saw higher-than-average price increases. Among the worst examples of inflation over the three months to the end of December included Utterly Butterly 500g, up from £1 to £1.95 across several supermarkets, Waitrose Duchy Organic Homogenised Semi-Skimmed Milk (1 pint/568ml) rising 87.1% from 65p to £1.22, and Creamfields French Brie 200g at Tesco up 81.6% from 79p to £1.43.
Across supermarket ranges, inflation was significantly higher on budget ranges (20.3%) and own-brand items (18.5%) than premium (12.6%) and branded (12.5%) alternatives, just as consumers turned to the cheaper options to cut food bills. Which?’s supermarket food and drink inflation tracker records the annual inflation of tens of thousands of food and drink products across three months at eight major supermarkets – Aldi, Asda, Lidl, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose.
Lidl prices went up the most in December (21.1%), followed closely by Aldi (20.8%) - but they remained the cheapest supermarkets overall according to Which?’s monthly price analysis. Asda had the third highest inflation at 15.4% – but closer to the industry average of 15% – followed by Waitrose (14.5%), Sainsbury’s (13.7%), Tesco (13.1%), Morrisons (12.9%) and Ocado (10.5%).
An Asda spokesperson said: “We’re working hard to keep prices in check for customers and remain the lowest-priced major supermarket – a position recognised by Which? in their regular monthly basket comparison which has named Asda as the cheapest supermarket for a big shop every month for the last three years.”
But Which?’s latest Consumer Insight survey also shows that trust in supermarkets is plummeting, from positive 67 in May 2021 to positive 42 now. Trust at Aldi and Lidl tended to be lower than their rivals 18 months ago but has stayed relatively the same during this period, leaving it now higher than average at positive 48 and positive 45 respectively.
Waitrose had the lowest level of trust (positive 29) among all consumers, although trust levels among its own customers is significantly higher at 54. Price rises emerged as a common reason for a lack of trust, particularly the perception prices were sometimes artificially inflated and went beyond what was necessary for businesses to offset their own rising costs.
Which? is campaigning for all supermarkets to ensure budget line items that enable a healthy diet are widely available, particularly in areas where people are most in need. It is also calling on retailers to make pricing and offers more transparent and provide targeted promotions to support people in the areas struggling the most with access to affordable food.
Which? head of food policy Sue Davies said: “We know food prices have risen exponentially in the last year and our inflation tracker shows the dramatic impact this is having on everyday products at the supermarket. Some households are already skipping meals to make ends meet and our findings show trust in supermarkets taking a hit as many people worry they are putting profits before the people suffering during this cost-of-living crisis.
“Supermarkets must do more. Which? is calling for them to ensure everyone has easy access to basic, affordable food ranges at a store near them, particularly in areas where people are most in need, as well as pricing which enables people to easily work out best value and promotions to support people who are particularly struggling.”
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