Morrisons cheapest supermarket for online shopping, says Which?

Switching from Waitrose to Morrisons could save shoppers £170 a year, survey finds

Shoppers looking to tighten their belts after the Christmas blowout could save money by online shopping at Morrisons, according to a new Which? survey.

The consumer group’s analysis found that on average, the Bradford-based supermarket offered the cheapest online groceries, based on a basket containing 77 popular branded products including Andrex toilet roll, Hovis bread and Cathedral City cheddar cheese.

It is the second year in a row that Morrisons has emerged as the most economical place to shop on the web. Its basket of goods cost £156.46, which was £1.53 less than second-placed Asda and £14.33 less than Waitrose, which ranked sixth. Which? said switching a monthly shop from Waitrose to Morrisons would save shoppers around £170 a year, based on buying the same basket of goods each time.

Which? editor Harry Rose said: “Many of us will be looking to save money following the festive season, so shoppers will be pleased to know that they don’t have to pay over the odds for their favourite brands.”

He said shoppers could also save money by “shopping smarter” and swapping from branded to supermarket own-label products.

The traditional supermarket groups are fighting a rearguard action against the discounters Aldi and Lidl as more shoppers defect to the no-frills German chains to save money as food prices rise.

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