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Waitrose is on average 20.7% 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 17.1% cheaper than Waitrose (a percentage changes with the shop you start from).
Based on all 332 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.
Waitrose was dearer on 274, cheaper on 39 and the same price on 19 of these 332 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.
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 Waitrose 20.9% dearer.
The badge shows the price difference per unit for Waitrose.
| Iceland | Waitrose | |
|---|---|---|
| Waitrose 20% dearer per kg | ||
| Waitrose 20% dearer per kg | ||
| Waitrose 18% cheaper per kg | ||
| Same price per kg | ||
| Same price per kg | ||
| Waitrose 17% dearer per kg | ||
| Same price per kg | ||
 |  | Waitrose 75% dearer per kg |
| Waitrose 75% dearer per kg | ||
 |  | Waitrose 25% dearer per kg |
| Waitrose 47% dearer per kg | ||
 Dolmio Bolognese Smooth Tomato Pasta Sauce 450g £6.11/kg | Waitrose 59% dearer per kg | |
| Waitrose 47% dearer per kg | ||
| Waitrose 22% dearer per kg | ||
 |  | Waitrose 13% cheaper per kg |
| Waitrose 5% dearer per kg | ||
| Waitrose 30% dearer per kg | ||
| Waitrose 4% dearer per kg | ||
| Waitrose 20% dearer per kg | ||
 |  | Waitrose 95% dearer per kg |
| Same price per kg | ||
| Waitrose 5% cheaper per kg | ||
| Waitrose 9% dearer per kg | ||
| Waitrose 35% dearer per kg | ||
 |  | Waitrose 29% cheaper per item |
| Waitrose 21% cheaper per kg | ||
 |  | Waitrose 9% dearer per kg |
| Waitrose 35% dearer per kg | ||
| Waitrose 10% dearer per kg | ||
| Waitrose 12% dearer per kg | ||
| Waitrose 65% dearer per kg | ||
| Waitrose 90% dearer per item | ||
| Waitrose 69% dearer per kg | ||
| Waitrose 35% dearer per kg | ||
| Waitrose 8% dearer per kg | ||
 |  | Waitrose 40% dearer per item |
| Waitrose 14% dearer per kg | ||
 |  | Waitrose 53% dearer per litre |
| Waitrose 40% dearer per litre | ||
| Waitrose 48% dearer per litre | ||
| Waitrose 13% dearer per litre | ||
| Waitrose 18% cheaper per kg | ||
 |  | Waitrose 120% dearer per litre |
| Waitrose 22% dearer per litre | ||
| Waitrose 9% dearer per litre | ||
| Waitrose 29% dearer per litre | ||
| Waitrose 51% dearer per litre | ||
| Waitrose 85% dearer per litre | ||
| Waitrose 5% dearer per kg | ||
| Waitrose 10% cheaper per litre | ||
| Waitrose 5% dearer per kg | ||
| Waitrose 10% dearer per litre | ||
| Waitrose 50% dearer per kg | ||
| Same price per litre | ||
| Waitrose 11% dearer per kg | ||
| Waitrose 5% dearer per litre | ||
| Waitrose 10% dearer per kg | ||
 |  | Waitrose 40% dearer per kg |
| Waitrose 15% dearer per litre | ||
| Waitrose 43% cheaper per litre | ||
| Waitrose 40% dearer per litre | ||
| Waitrose 56% dearer per kg | ||
| Waitrose 18% dearer per kg | ||
| Waitrose 18% dearer per kg | ||
| Waitrose 8% dearer per litre | ||
| Waitrose 14% dearer per litre | ||
| Waitrose 12% dearer per item | ||
| Waitrose 83% dearer per litre | ||
| Waitrose 44% dearer per kg | ||
| Waitrose 58% dearer per litre | ||
| Waitrose 100% dearer per litre | ||
| Waitrose 20% dearer per litre | ||
 Fairy Max Power Washing Up Liquid 545ML £5.05/l | Same price per litre | |
| Waitrose 40% dearer per litre | ||
| Waitrose 101% dearer per litre |
