Which Supermarket Reduces Prices the Most? A 2025 Comparison
Everyone loves a good bargain, especially when it comes to groceries. With food prices still fluctuating in 2025, supermarket discounts are more important than ever. From yellow stickers on fresh food to multi-buy deals and loyalty-card savings, every major UK supermarket has its own way of reducing prices. But which one actually gives shoppers the biggest discounts overall?
This guide compares the main supermarkets — Aldi, Lidl, Asda, Tesco, Sainsbury’s, Morrisons, Iceland, Co-op, and Waitrose — to see which reduces prices the most and how you can make the most of every markdown.
Why Supermarkets Reduce Prices
Supermarkets reduce prices for several reasons. The most common is to clear products close to their use-by date. This reduces waste and keeps shelves fresh for new deliveries. Others cut prices to compete with rivals, attract loyalty, or push seasonal products. Many also run targeted promotions through their loyalty apps, giving discounts that only members can access.
Price reductions fall into three main categories:
- Clearance or yellow sticker discounts for perishable food nearing expiry.
- Promotional offers such as “Buy One Get One Free” or “2 for £3.”
- Loyalty-card discounts that give lower prices to members only.
Each supermarket handles these categories differently, which explains why savings can vary widely depending on where you shop.
Aldi: Everyday Low Prices, Few Markdowns
Aldi rarely uses heavy discounts because its prices are already low. The chain focuses on maintaining permanently low prices across all items instead of rotating big promotions. That said, Aldi still offers occasional markdowns on perishable goods nearing expiry.
Yellow Sticker Discounts
You’ll usually find reduced items early in the morning, right after opening. Staff apply small yellow stickers to bakery goods, fruit, and chilled food that need to sell the same day. Typical discounts range from 30 to 75 percent, but these are limited in quantity.
Weekly Promotions
Aldi’s “Super 6” fruit and vegetable deals change weekly, offering significant price cuts on six rotating fresh items. These are among the most consistent value offers in the UK.
Verdict
Aldi doesn’t rely on markdowns but still delivers outstanding overall savings. Its business model already keeps everyday essentials 15 to 20 percent cheaper than the big four supermarkets.
Lidl: Strong Discounts and Fresh Food Deals
Lidl takes a slightly different approach. While it shares Aldi’s low-cost structure, Lidl uses more visible price reductions, especially through its loyalty app.
Yellow Stickers
Lidl staff reduce perishable goods late in the afternoon or early evening, usually between 6 pm and 8 pm. Bakery items, meat, and chilled meals often get the biggest cuts. Discounts can reach up to 80 percent before closing.
Lidl Plus App
The Lidl Plus app regularly includes digital coupons worth 10 to 25 percent off selected items. Shoppers also receive scratch-card bonuses and fuel discounts.
Verdict
Lidl wins for spontaneous in-store markdowns and app-based deals. If you combine yellow sticker savings with Lidl Plus offers, you can easily save 20 to 30 percent on your weekly shop.
Asda: Frequent Rollbacks and Big Yellow Sticker Reductions
Asda is known for its frequent rollbacks and generous yellow sticker discounts. The supermarket runs constant price checks to stay competitive against Aldi and Lidl.
Rollback Promotions
Asda’s “Rollback” label appears across hundreds of everyday essentials, often reducing prices for weeks at a time. It’s not a short-term sale — these discounts can last a month or more.
Yellow Stickers
The biggest markdowns happen between 7 pm and 9 pm, when staff start reducing perishable stock for clearance. Items like meat, sandwiches, and desserts often drop to 25 percent of their original price. In 24-hour stores, the deepest cuts usually appear closer to midnight.
Asda Rewards
The Asda Rewards app lets you earn “Asda Pounds” that can be turned into vouchers for future shops. Combined with rollbacks and markdowns, this system helps loyal shoppers save even more.
Verdict
Asda consistently offers strong discounts both through rollbacks and in-store reductions. It’s one of the best for regular bargain hunters who enjoy mixing loyalty rewards with late-night price drops.
Tesco: Clubcard Prices and End-of-Day Bargains
Tesco’s price reduction system revolves around its Clubcard. With this loyalty scheme, discounts are immediate and substantial.
Clubcard Prices
Hundreds of products each week have a special Clubcard price that can be 10 to 50 percent lower than the standard shelf price. You can see these labelled clearly both online and in-store.
Yellow Stickers
Tesco also applies yellow stickers in the evenings, typically between 6 pm and 8 pm. Fresh items like bread, fruit, salads, and cooked meats can drop to less than half price. Smaller Express stores may start markdowns earlier, especially near closing time.
Verdict
Tesco’s combination of Clubcard Prices and yellow sticker markdowns creates strong overall savings. It’s particularly effective for families who buy both essentials and branded goods.
Sainsbury’s: Nectar Prices and Predictable Markdowns
Sainsbury’s blends loyalty savings with predictable daily markdowns.
Nectar Prices
The Nectar loyalty programme gives members exclusive digital discounts across hundreds of items. Prices are often matched to Aldi equivalents. For example, a pack of butter or a carton of milk may drop by 20 percent for Nectar users.
Yellow Stickers
Sainsbury’s applies its first round of reductions around midday, with final markdowns between 7 pm and 8 pm. Meat, fish, and bakery goods are the most discounted categories.
Verdict
Sainsbury’s offers reliable discounts for loyal customers. Savings are moderate but consistent, and the quality of goods remains high.
Morrisons: High Reductions on Fresh Items
Morrisons has one of the most generous yellow sticker systems in the country. Staff reduce items heavily at the end of the day to clear shelves for overnight restocking.
Yellow Sticker Schedule
Discounts begin mid-afternoon but peak between 7 pm and 8 pm. You can often find fresh meat, bakery items, and produce reduced by 75 to 90 percent. Because Morrisons handles its own food production, it can afford to mark down more aggressively than most competitors.
Loyalty App
The My Morrisons app provides personalised offers, sometimes stacking with in-store markdowns. For frequent shoppers, these add up to noticeable savings each month.
Verdict
If you time your visit right, Morrisons offers the biggest single-item reductions of any major UK supermarket.
Iceland: Multibuys and Free Delivery
Iceland’s discounts work differently. Rather than large yellow sticker markdowns, it focuses on multi-buy offers and digital promotions.
Typical Offers
Deals like “3 for £5” or “2 for £4” are common across frozen food and branded groceries. While not technically markdowns, these promotions deliver steady value for families stocking up on freezer goods.
Free Delivery Savings
Online orders over a certain amount often qualify for free delivery, saving customers both time and transport costs.
Verdict
Iceland’s discounts are consistent but rarely dramatic. It’s ideal for bulk freezer shopping rather than last-minute bargains.
Co-op: Member-Only Reductions
Co-op uses membership as the core of its discount strategy.
Membership Discounts
Members receive weekly personalised offers and 2 percent cashback on Co-op branded products. While prices are higher than discount chains, regular users save enough through member pricing to make it worthwhile.
Yellow Stickers
Smaller stores often apply markdowns one to two hours before closing, usually cutting 50 to 75 percent from perishable goods.
Verdict
Co-op offers fewer markdowns overall but provides steady value for members who shop frequently.
Waitrose: Premium Reductions, Premium Prices
Waitrose focuses on quality, but it still runs price reductions — just at higher starting prices.
Yellow Stickers
Waitrose staff reduce fresh food between 6 pm and 8 pm. Because the products are premium, even reduced items maintain high quality. Discounts often range from 30 to 60 percent, especially on meat, fish, and ready meals.
MyWaitrose Offers
Members occasionally receive extra discounts or freebies, like coffee or bakery vouchers. These complement the end-of-day markdowns nicely.
Verdict
Waitrose reductions give access to luxury items at mid-range prices, but overall savings are smaller compared to Aldi, Lidl, or Asda.
Comparing the Discount Strength
To see how much supermarkets actually reduce prices, here’s an overview of average markdown levels in 2025:
| Supermarket | Typical Discount Range | Best Time to Shop | Notable Features |
|---|---|---|---|
| Aldi | 30–75% (limited stock) | Morning | Low base prices, few markdowns |
| Lidl | 40–80% | 6–8 pm | Combines app and yellow sticker deals |
| Asda | 50–90% | 7–9 pm | Rollbacks and late-night markdowns |
| Tesco | 40–70% | 6–8 pm | Clubcard Prices and evening discounts |
| Sainsbury’s | 30–70% | 7–8 pm | Nectar Prices integration |
| Morrisons | 60–90% | 7–8 pm | Deep reductions on fresh food |
| Iceland | 15–30% | All day | Multi-buy promotions |
| Co-op | 50–75% | Before closing | Member offers |
| Waitrose | 30–60% | 6–8 pm | Premium goods, quality markdowns |
From the table, it’s clear that Morrisons and Asda currently lead in the depth of reductions, especially for fresh and perishable foods. Lidl and Tesco follow closely thanks to loyalty-based discounts that combine with regular markdowns.
Why Timing Matters
The time of day you shop plays a major role in how much you save. Most markdowns happen late in the evening, when stores prepare for overnight restocks. If you shop between 6 pm and 8 pm, you’ll likely find the best selection of reduced items. In 24-hour stores, the deepest discounts appear closer to midnight.
Midweek shopping also tends to be cheaper than weekends because staff have more time to manage reductions. Tuesdays and Wednesdays are often the sweet spot for fresh deals.
Tips for Finding the Biggest Reductions
- Go Late, Not Too Late: Arrive between 6 pm and 8 pm when most stores start their final markdowns.
- Check Multiple Sections: Reductions happen in meat, bakery, chilled, and produce areas separately.
- Use Loyalty Apps: Activate digital coupons before visiting.
- Be Polite to Staff: Regulars who ask kindly often get tips about reduction times.
- Bring a Cooler Bag: Keep reduced chilled items fresh while you finish shopping.
- Avoid Hoarding: Buy only what you can use or freeze to reduce waste.
Loyalty Schemes vs. Traditional Reductions
Modern supermarket savings increasingly come through loyalty schemes rather than yellow stickers alone. Tesco’s Clubcard Prices, Sainsbury’s Nectar Prices, and Asda Rewards all target repeat customers with digital discounts. These can match or even beat physical markdowns, especially when stacked with evening reductions.
The trend in 2025 shows that supermarkets want to personalise discounts rather than rely solely on universal sales. That means loyal customers who use apps strategically save the most money long-term.
Supermarket Waste and Sustainability
One benefit of price reductions is that they help reduce food waste. By marking down items nearing their use-by date, supermarkets prevent tonnes of edible food from being thrown away. Chains like Morrisons and Asda have even partnered with charities to donate unsold stock at the end of the night. So when you buy a yellow sticker item, you’re not just saving money — you’re helping the environment.
Regional Differences
Discount patterns can vary by location. Urban stores often have more competition and more aggressive markdowns, while rural branches may have smaller selections but higher percentage discounts on perishable goods. The best way to learn your local store’s pattern is to visit around the same time a few days in a row and observe when staff start reducing items.
The Future of Price Reductions
In 2025, supermarkets are investing in digital price tags that can change automatically throughout the day. This means markdowns could soon happen dynamically — not just at night. Imagine walking into a store where prices update in real time as products near expiry. This technology, already being tested in some branches, could make bargains more predictable and reduce waste even further.
Final Verdict: Who Reduces Prices the Most?
When it comes to raw markdowns, Morrisons and Asda take the lead. They consistently offer the deepest discounts on fresh food, often up to 90 percent near closing time. Lidl follows closely with strong end-of-day bakery and meat reductions, especially for app users. Tesco and Sainsbury’s offer excellent loyalty-based savings that add up steadily, while Aldi remains unbeatable for everyday low prices without heavy markdowns. Waitrose, Co-op, and Iceland round out the list, offering smaller but reliable deals that fit specific shopper needs.
If your goal is to find the biggest individual discounts, visit Morrisons or Asda in the evening. If you prefer consistent weekly value with fewer surprises, stick with Aldi or Lidl. No matter where you shop, combining loyalty discounts with smart timing will always give you the best return for your money. In 2025, being a savvy shopper isn’t just about chasing yellow stickers — it’s about knowing where and when to look for them.
