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Waitrose is on average 23.7% 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 19.2% cheaper than Waitrose (a percentage changes with the shop you start from).
Based on 106 products in the Price Monitor's basket that both shops sell, matched to 75 different pairs of shop products, all listed below. For the full list, email research@allsupers.co.uk.
Waitrose was dearer on 73, cheaper on 23 and the same price on 10 of these 106 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, oils and fats; without them, this figure would be +16.5%.
Iceland is shown but not ranked: its own-label range has no products similar enough to compare in fish, personal care, or sugar and sweets. Iceland's figures here cover the other categories.
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 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 23.6% dearer. Categories with fewer than 10 products both shops sell: bread and cereals: 4 products, 24% of the weight, meat: 2 products, 23% of the weight, non-alcoholic beverages: 8 products, 10% 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 | |
|---|---|---|
 |  | Same price per kg |
| Waitrose 10% dearer per litre | ||
| Waitrose 10% dearer per litre | ||
 | Waitrose 14% dearer per kg | |
 | Waitrose 20% dearer per kg | |
| Waitrose 22% dearer per kg | ||
| Waitrose 13% cheaper per kg | |
| Same price per kg | ||
| Waitrose 3% cheaper per litre | ||
| Waitrose 22% dearer per kg | ||
| Waitrose 3% dearer per kg | ||
| Waitrose 45% dearer per kg | ||
| Waitrose 12% dearer per kg | ||
 | Waitrose 5% dearer per litre | |
| Waitrose 192% dearer per kg | ||
| Waitrose 24% dearer per kg | ||
 | Waitrose 4% cheaper per litre | |
| Waitrose 264% dearer per kg | ||
| Waitrose 20% dearer per litre | ||
| Waitrose 20% dearer per kg | ||
 | Waitrose 24% dearer per kg | |
 | Waitrose 24% dearer per kg | |
| Waitrose 3% dearer per kg | ||
| Waitrose 30% dearer per kg | ||
 | Waitrose 50% dearer per kg | |
| Waitrose 288% dearer per kg | ||
| Same price per kg | ||
 |  | Waitrose 1% dearer per kg |
 |  | Waitrose 32% dearer per kg |
| Waitrose 68% dearer per kg | ||
 |  | Waitrose 8% cheaper per kg |
 | Waitrose 2% dearer per kg | |
|  | Waitrose 27% cheaper per kg |
 |  | Waitrose 6% cheaper per kg |
|  | Waitrose 4% dearer per kg |
 |  | Waitrose 8% dearer per kg |
| Waitrose 41% dearer per kg | ||
 | Waitrose 75% dearer per kg | |
 | Waitrose 25% dearer per kg | |
 |  | Waitrose 2% cheaper per item |
 |  | Waitrose 6% cheaper per kg |
 | Waitrose 10% cheaper per kg | |
 |  | Waitrose 35% cheaper per kg |
| Waitrose 3% cheaper per litre | ||
 | Waitrose 32% dearer per kg | |
| Waitrose 71% dearer per kg | ||
| Waitrose 250% dearer per kg | ||
| Waitrose 250% dearer per kg | ||
| Waitrose 109% dearer per kg | ||
| Waitrose 3% dearer per kg | ||
 | Waitrose 50% dearer per item | |
 |  | Waitrose 80% dearer per item |
| Waitrose 42% cheaper per kg | |
 |  | Waitrose 31% cheaper per kg |
 |  | Waitrose 10% dearer per item |
 | Waitrose 64% dearer per kg | |
 |  | Same price per kg |
 |  | Same price per item |
|  | Waitrose 21% cheaper per kg |
 | Waitrose 6% dearer per kg | |
 |  | Same price per item |
 | Waitrose 1% dearer per kg | |
 |  | Same price per item |
 |  | Waitrose 16% dearer per item |
 |  | Waitrose 32% dearer per item |
| Waitrose 27% dearer per kg | ||
| Waitrose 10% dearer per litre | ||
| Waitrose 133% dearer per kg | ||
| Waitrose 90% dearer per kg | ||
| Waitrose 25% cheaper per kg | ||
 |  | Waitrose 33% dearer per item |
|  | Waitrose 14% dearer per kg |
| Waitrose 133% dearer per kg | ||
| Waitrose 42% dearer per item | ||
 |  | Waitrose 1% dearer per item |
