Supermarket-branded convenience stores 'charge up to a fifth more than larger branches'

Supermarkets are accused of overcharging customers when they are shopping in the chains' smaller convenience stores, according to a new study – with the difference even greater for loyalty scheme members.

Which? in its latest study compared the cost of 42 popular grocery items – from cheese and pasta to blueberries and ice-cream – on three occasions in June and July at the largest supermarket-branded convenience chains – Morrisons Daily, Sainsbury’s Local and Tesco Express – against prices at their full-sized supermarkets.

The biggest price difference for the items compared by the consumer group – branded and own-label – was at Morrisons. It found shoppers would pay 21 per cent more on average for the same groceries at a Morrisons Daily than at one of its large supermarkets.

A 400g tin of own-label chickpeas was more than double the price at the convenience store – £1 in comparison with 49p at the supermarket. Members of Morrisons’ loyalty scheme More could pay 22 per cent extra at its smaller outlets as the card is not currently accepted there.

Ele Clark, the retail editor at Which?, said, “Unfortunately, many people are without easy access to transport or online deliveries which leaves them reliant on smaller nearby stores.

“Convenience stores may often be easier to travel to and handy for shoppers who need to stock up on a few essentials, but people who have to use them regularly will be spending significantly more over the course of a year than those with access to larger supermarkets.”

Which? found those who shop regularly in smaller outlets face a big mark-up on essentials such as milk, bread and butter. All three supermarket convenience stores charged 8 per cent more for two pints of own-label, semi-skimmed milk – with or without a loyalty card – shows the study.

Which? collected data from a total of 11 convenience stores and nearby supermarkets around the country, from Glasgow to Sevenoaks in Kent.

Reacting the Which?'s findings, Morrisons said it was “actively working” on introducing the More card to Morrisons Daily stores “in the coming months”.

A Morrisons spokesperson said: “We’re always working hard to keep prices down and competitive for our customers while maintaining high standards and availability in all our stores. Last year, we became the first supermarket to introduce our budget ‘Savers’ range into Morrisons Daily stores nationwide.”