UK shoppers pay more for food

Despite higher levels of promotion UK shoppers do not get a better price deal. IRI analysis of food prices reveals some items of supermarket food that cost British shoppers more than in Europe and USA.

An analysis by global FMCG (fast moving consumer goods) market and shopper intelligence firm IRI, finds that the UK is the most expensive country to buy 57% of FMCG goods. More than half of all FMCG products sold in UK supermarkets are sold on offer. Despite this, the price of food in the UK is higher on average than elsewhere in Europe and the USA.

IRI analysed sales data for 14 staple foods during the three months of July, August and September in 2014. The analysis reveals that:

  • Seven key items rank higher than the average price elsewhere in Europe: rice, mayonnaise, yoghurt, long-life milk, beer, fruit juice and colas.
  • Three items are more expensive in Britain than any other country in Europe and the USA: rice, fruit juices and beer.
  • The UK is the second most expensive country in Europe and US to buy long-life milk and soup.
  • Butter is cheaper in the UK, Netherlands and Germany, where it is used more and benefits from low VAT.
  • Frozen pizza is the only item that is the cheapest to purchase in the UK.

The price of food items in UK supermarkets compared to Europe and the USA:

Spain Germany NLS Italy Greece UK USA Avg EU non UK
Cereals € 4.29 € 4.35 € 3.59 € 6.41 € 6.34 € 4.20 € 5.14 € 5.00
Rice € 1.07 € 2.14 € 2.19 € 2.29 € 2.51 € 3.07 € 1.98 € 2.04
Tuna fish – Canned € 7.69 € 7.34 € 8.66 € 10.01 € 12.41 € 6.89 € 6.71 € 9.22
Wet Soup – Ambient € 1.71 € 2.06 € 2.07 € 4.82 € 1.89 € 2.39 € 2.85 € 2.51
Mayonnaise – Ambient € 3.03 € 2.78 € 2.54 € 4.37 € 4.59 € 3.63 € 3.51 € 3.46
Frozen Pizza € 6.54 € 5.11 € 5.45 € 5.70 € 6.25 € 4.72 € 5.57 € 5.81
Yogurts € 2.26 € 2.05 € 1.37 € 3.94 € 4.31 € 3.71 € 3.70 € 2.79
Margarine € 3.57 € 2.39 € 2.97 € 4.63 € 4.93 € 3.11 € 2.90 € 3.70
Butter € 6.66 € 4.86 € 4.66 € 8.05 € 11.27 € 5.81 € 6.83 € 7.10
Milk – Ambient Long-life € 0.70 € 0.73 € 0.73 € 1.00 € 0.92 € 0.98 € 2.95 € 0.82
Beer € 1.16 € 1.20 € 1.56 € 1.85 € 1.81 € 2.56 € 2.08 € 1.52
Fruit Juices – Ambient € 0.82 € 1.16 € 0.81 € 1.37 € 1.39 € 1.51 € 1.21 € 1.11
Energy drinks € 1.27 € 2.42 € 1.82 € 4.43 € 3.63 € 2.13 € 4.19 € 2.71
Colas € 0.85 € 0.72 € 0.84 € 1.05 € 1.07 € 0.99 € 0.89 € 0.91

 

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