Ordering supermarket essentials via delivery apps like Deliveroo, Just Eat and Uber Eats might be burning a bigger hole in your pocket than you think in some cases, twice as much.
Delivery apps charging as much as twice as much on supermarket groceries
That’s the stark warning from consumer group Which?, who found that shoppers using these apps are often paying significantly more than those buying directly from supermarkets with loyalty card holders hit the hardest.
“Shoppers won’t be surprised that buying groceries through a delivery app will cost more than popping to the shops… but in some cases, customers could be paying more than twice as much for specific items,” said Reena Sewraz, Which? retail editor.
Big Differences for Loyalty Card Holders
In an extensive price comparison across Asda, Morrisons, Sainsbury’s and Waitrose, Which? checked up to 50 everyday grocery items available through the apps.
The findings? App-based grocery shopping consistently came at a premium even up to 45% more in some cases.
- Sainsbury’s Nectar card holders saw the biggest jump in price, especially when using Uber Eats, where they paid an average 45% more.
- The markup was 41% with Deliveroo and 40% with Just Eat.
- For those without a Nectar card, the increase was still notable: 25% on Uber Eats, 23% on Deliveroo, and 22% on Just Eat.
Eye-watering Examples:
- Birds Eye Cod Fish Fingers: £3 in-store with Nectar, but £6.25 on all delivery apps.
- Quorn Chicken Nuggets: £1.75 in-store, but £3.50 via apps.
With the cost of living still biting, these hidden markups could catch many households off guard — especially families relying on speedy deliveries during hectic weekdays.
Waitrose and Morrisons Also Marked Up
It wasn’t just Sainsbury’s shoppers feeling the pinch.
- At Waitrose, customers paid 33% more through Uber Eats, and around 30% more on Just Eat.
- Two items were found at double the in-store price:
- Pampers New Baby Nappies (Size 3): £6 in-store, £12 on Just Eat and Uber Eats.
- Tilda Microwave Basmati Rice: £1 in-store, £2 via all delivery apps.
Morrisons’ products were 28% higher on Deliveroo and Uber Eats, and 26% more via Just Eat.
Even Tesco’s Whoosh Isn’t Spared
Tesco’s rapid delivery service, Whoosh, wasn’t exempt from scrutiny either.
- Tesco Clubcard users paid 25% more using Whoosh.
- Example: New York Bakery Bagels cost £1 with a Clubcard, but £2.15 via Whoosh.
Non-Clubcard holders still paid more — around 18%, but missed out less on loyalty deals.
Supermarkets & Apps Respond
Retailers and apps responded swiftly, highlighting promotions and the convenience they offer.
A Sainsbury’s spokeswoman said: “Each of our services have clear, competitive pricing and regular promotions, helping customers to make the choice that’s best for them.”
Tesco defended Whoosh, calling it a “superfast delivery service” offering market-leading value for the speed it delivers.
Morrisons noted some of the products used in the analysis were on promotion during the review period, and highlighted regular deals through its partners.
Waitrose stated prices reflect the costs of operating delivery services, including packing and staffing.
Delivery Apps’ Take:
- Uber Eats insisted that pricing is determined by retail partners and highlighted their “Fresh Monday” deals and Uber One discounts.
- Deliveroo pointed to its new 50% off Monday offer, and said they’re working on integrating supermarket loyalty schemes.
- Just Eat said it promotes value with deals like Half Price Wednesdays, while urging partners to match in-store prices for top products.
Convenience might be king but it comes at a cost. As more Britons opt for rapid grocery delivery, this investigation highlights the importance of knowing exactly what you’re paying for.
From loyalty perks to bulk discounts, there’s a lot shoppers might be leaving behind when they ditch the supermarket aisles for app-based convenience.
And when the price of fish fingers or baby nappies doubles, it might just be worth popping down the road.
