Market Overview
A 30,000-foot view of the UK supermarket landscape, exploring each retailer's pricing strategy, product portfolio, and category focus.
At a glance: pricing & portfolio
Price distribution by supermarket (min · p25 · median · p75 · max)
Axis capped at £15.00 for legibility — 5 retailers have a maximum above this. Hover a row for the exact value.
Insight
Aldi operates in a significantly lower price bracket, confirming its hard-discounter model, while the “Big Four” compete in a similar, higher price range.Product portfolio size
Insight
Sainsbury's, ASDA, and Tesco offer a vast range, positioning themselves as “one-stop-shops”. Aldi's curated selection highlights a strategy focused on operational efficiency over choice.Deep dive: own brand strategy
Percentage of own brand
ASDA29.92%
Tesco28.33%
Morrisons26.37%
Sains25.89%
Aldi22.53%
Insight
Contrary to common perception, it's the larger supermarkets like ASDA that have the highest proportion of own-brand items, showing their reliance on these lines to compete.