See more Daily Mail on Google - save us as a Preferred SourceBy MARK DUELL, DEPUTY CHIEF REPORTER (DIGITAL) Published: 01:04 BST, 17 June 2026 | Updated: 01:13 BST, 17 June 2026
Shoppers in Britain should never pay full price for certain groceries because they are always on offer from at least one major supermarket, a study found today.Branded household staples such as cereal, orange juice and biscuits were discovered in a Which? investigation to be on promotion somewhere every day of the year.Researchers tracked the prices of thousands of popular groceries across Tesco, Sainsbury's Asda, Morrisons, Waitrose and Ocado from March 2025 to March 2026.The consumer group uncovered patterns of rotating three-to-four-week discount cycles - meaning shoppers are likely paying too much for popular items when they are not on sale, because they will probably be able to find them cheaper elsewhere.Items including Kellogg's Special K cereal, Tropicana Orange Juice and Fox's Chocolate Biscuits were found to be on promotion at at least one store every day.A 440g box of Special K consistently sat at a full price of £3.30 to £3.50 - but a shopper could always purchase it for £2.85 or less at one or more supermarkets.Special K was on offer at Ocado for 51 per cent of the year, closely followed by Tesco at 50 per cent, Waitrose at 48 per cent and Sainsbury's at 45 per cent.Promotions were less frequent at Asda and Morrisons, but the cereal was still discounted for 29 per cent of the time and its price dropped as low as £2.63.
