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Morrisons is on average 5.2% dearer than Iceland
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If we had drawn a different but equally fair set of the products both shops sell, the figure would fall inside this range 95 times out of 100. Products of the same brand are drawn together.Read the other way: Iceland is on average 4.9% cheaper than Morrisons (a percentage changes with the shop you start from).
Based on all 787 branded products we compared at both shops. Below are 75 of them, spread across categories by household spending. For the full list, email research@allsupers.co.uk.
Morrisons was dearer on 454, cheaper on 170 and the same price on 163 of these 787 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 is the same branded product at both shops.
Few shared products in meat; without it, this figure would be +11.4%.
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. Prices as of 31 August 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 9.7% dearer. Categories with fewer than 10 products both shops sell: meat: 4 products, 22% 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 5% cheaper per kg | ||
| Same price per kg | ||
| Morrisons 9% cheaper per kg | ||
| Same price per kg | ||
| Same price per kg | ||
| Morrisons 14% cheaper per kg | ||
| Morrisons 58% dearer per kg | ||
| Morrisons 30% dearer per kg | ||
| Morrisons 15% dearer per kg | ||
 |  | Same price per litre |
| Morrisons 50% dearer per kg | ||
 |  | Morrisons 18% cheaper per kg |
| Same price per kg | ||
| Morrisons 20% dearer per litre | ||
 |  | Morrisons 40% dearer per litre |
| Morrisons 6% dearer per litre | ||
 |  | Morrisons 47% dearer per litre |
 |  | Morrisons 115% dearer per litre |
| Morrisons 25% dearer per litre | ||
| Morrisons 27% dearer per litre | ||
| Morrisons 28% dearer per kg | ||
| Morrisons 12% dearer per kg | ||
| Same price per kg | ||
 |  | Morrisons 22% dearer per item |
| Morrisons 50% dearer per kg | ||
| Morrisons 50% cheaper per item | ||
| Morrisons 13% dearer per kg | ||
| Same price per kg | ||
| Morrisons 50% dearer per kg | ||
| Same price per kg | ||
| Same price per kg | ||
| Morrisons 33% dearer per kg | ||
| Morrisons 50% dearer per kg | ||
 Mr Kipling Lunchbox Raspberry Cake Slices 4 pack £0.31 each | Morrisons 25% dearer per item | |
| Morrisons 50% dearer per kg | ||
| Morrisons 23% dearer per kg | ||
 |  | Morrisons 35% dearer per kg |
 |  | Morrisons 67% dearer per kg |
 |  | Morrisons 70% dearer per kg |
 Starbucks Frappuccino Limited Edition £4.00/l | Morrisons 25% dearer per litre | |
| Same price per kg | ||
| Morrisons 25% dearer per kg | ||
| Morrisons 37% dearer per kg | ||
| Morrisons 50% cheaper per kg | ||
 |  | Morrisons 31% cheaper per kg |
 Pro Mlk Chocolate Protein Shake 330ml £3.48/l | Morrisons 15% dearer per litre | |
| Morrisons 30% dearer per litre | ||
| Morrisons 45% dearer per kg | ||
| Morrisons 17% dearer per kg | ||
| Same price per kg | ||
| Morrisons 25% cheaper per kg | ||
| Same price per kg | ||
| Morrisons 18% cheaper per kg | ||
| Morrisons 10% cheaper per kg | ||
| Same price per litre | ||
| Same price per litre | ||
| Same price per litre | ||
| Morrisons 10% dearer per litre | ||
| Morrisons 50% dearer per litre | ||
| Same price per litre | ||
| Morrisons 25% dearer per litre | ||
| Morrisons 54% dearer per litre | ||
| Morrisons 39% dearer per litre | ||
| Same price per kg | ||
| Morrisons 8% dearer per litre | ||
| Same price per kg | ||
| Same price per litre | ||
| Morrisons 9% cheaper per kg | ||
| Morrisons 17% dearer per litre | ||
| Morrisons 25% dearer per litre | ||
| Morrisons 50% dearer per kg | ||
| Morrisons 8% dearer per kg | ||
 |  | Morrisons 47% dearer per litre |
| Same price per kg | ||
| Morrisons 20% cheaper per kg |
