Maybe you are the sort of person who can only shop with your trusty list with you, or perhaps you are a bit of a freestyler, either way, it’s more than likely going to cost more than you’d hoped for.

During lockdown, and especially at this time of year, we all like to throw a few ‘extra treats into our trolley, but what many of us don’t realise is that it is those extras which really cost.

Supermarket chain Aldi has just released its ‘Real Price Report’, comapring the difference between what we think everyday items cost, and what we actually pay.

Julie Ashfield is the Managing Director of Buying at Aldi UK, she told us…..

“Our analysis shows just how much cost confusion there is amongst UK shoppers, with few able to tell you the price of basic grocery items like bread, milk and eggs.

This means that many shoppers could be unwittingly paying over the odds for their food shop at a time when they need to be careful with their finances.”

The survey compares what people estimate the price of basic items to be with the average price from Aldi and the big four chains.

It also found that 28 per cent of us say we have become more aware of prices as a result of the pandemic, and 31 per cent say price is the most important factor now when doing our weekly shop. Three quarters say they always check the price of something before putting it in the basket.

We’ve been speaking to TV Presenter ANNA RICHARDSON who fronts Super Shoppers, and of course our guilty pleasure Naked Attraction. She’s been looking at the research from ALDI. She also has some advice on how we can all be ‘Savvy Super Shoppers’.

Unbelievably, the survey found more than a third of us can’t tell you the price of a loaf of bread, 43 per cent don’t know the price of six eggs and only half know the price of a bunch of bananas.

12 per cent say they are limiting their spend on food shopping during the pandemic, and 14 per cent say they are now more likely to shop around for the best deal.

One in 10 have switched supermarkets in search of a better price.

So what does this all mean in money terms? In total, people overestimate the price of a typical basket of shopping by around £10.62. Given a list of 30 items to name the prices, people overestimated 27 of them.

Aldi shoppers were found to be more aware of prices – overestimating by just 10 per cent compared to Sainsbury’s shoppers who overestimate by 30 per cent.


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