Not long ago £100 seemed a huge amount of money to spend at the supermarket.
But the amount of food and drink you can take home for that amount is rapidly declining amid rampant grocery price inflation in Britain over recent years.
UK retail food prices are already 38 per cent higher than pre-Covid levels and experts fear further significant increases if disruption caused by the war in Iran continues.
Now, data experts at Assosia have studied what you can get for £100 when taking an average pre-promotion price across Tesco, Sainsbury’s, Asda and Morrisons.
They looked at typical products in a family shop, coming to a total of £101.61 – and found this was up 41 per cent or nearly £30 on the total in March 2021 of £71.82.
The biggest percentage increase was for one litre of own-label olive oil which was up from £2.85 in 2021 to £6.66 now – an astonishing rise of 133 per cent or £3.81.
In second place was a cucumber, up from 44p to 99p – a rise of 128 per cent or 56p; while an Ambrosia rice pudding can increased 114 per cent or 93p from 81p to £1.74.
Six free range medium eggs rose 113 per cent or 95p from 84p to £1.79; while 500g of 5 per cent fat beef mince was up 100 per cent or £2.60 from £2.59 to £5.19.
This shop comes to a total of £101.61 when taking average pre-promotion prices across Tesco, Sainsbury’s, Asda and Morrisons. This was up 41 per cent on the total in March 2021 of £71.82
| Generic Product | 31/3/21 | 31/3/26 | £ change 26v21 | % change 26v21 |
|---|---|---|---|---|
| Pampers Baby Dry Size 4 Essential Pack 44 Nappies | £7.38 | £10.75 | £3.37 | 45.69% |
| Aptamil 1 First Baby Milk Formula Powder from Birth 800g | £11.35 | £13.32 | £1.97 | 17.36% |
| Hovis Soft White Medium Sliced Bread 800g | £1.09 | £1.39 | £0.30 | 27.13% |
| Own Label 8-6 pack Crumpets | £0.30 | £0.46 | £0.16 | 55.08% |
| Own Label Olive Oil 1ltr | £2.85 | £6.66 | £3.81 | 133.48% |
| Yorkshire Tea Bags 250g | £2.64 | £4.36 | £1.72 | 65.28% |
| Smirnoff No. 21 Vodka 37.5% vol 70cl | £15.00 | £18.62 | £3.62 | 24.12% |
| Own Label Penne Pasta 500g | £0.50 | £0.69 | £0.20 | 39.39% |
| Own Label Semi Skimmed Milk 2 pints | £0.80 | £1.20 | £0.40 | 50.00% |
| Cathedral City Mature Cheddar Cheese 350g | £2.80 | £3.29 | £0.49 | 17.53% |
| Own Label Beef Steak Mince 5% Fat 500g | £2.59 | £5.19 | £2.60 | 100.39% |
| Own Label Granny Smith Apples 5-6 pack | £1.47 | £1.76 | £0.28 | 19.30% |
| Own Label Chicken Breast Fillets 950-1kg | £5.08 | £6.69 | £1.62 | 31.87% |
| Own Label 8 Pork Sausages 454g | £1.50 | £1.91 | £0.41 | 27.42% |
| Own Label Whole Cucumber | £0.44 | £0.99 | £0.56 | 127.59% |
| Own Label Maris Piper Potatoes 2.5-2kg | £1.24 | £1.84 | £0.60 | 47.89% |
| Own Label Free Range Medium Eggs 6 pack | £0.84 | £1.79 | £0.95 | 113.43% |
| Own Label British Double Cream 300ml | £1.01 | £1.69 | £0.68 | 67.08% |
| Own Label 0%/Low Fat Yogurt 500g | £0.84 | £1.10 | £0.27 | 31.74% |
| Birds Eye 10 Breaded Cod Fish Fingers 280g | £3.13 | £4.50 | £1.37 | 43.84% |
| Own Label Thick Bleach 750ml | £0.42 | £0.75 | £0.33 | 79.64% |
| Cadbury Dairy Milk Chocolate Bar 110g | £1.25 | £2.02 | £0.78 | 62.45% |
| Ambrosia Rice Pudding Can 400g | £0.81 | £1.74 | £0.93 | 113.85% |
| Own Label Plain Flour 1.5kg | £0.58 | £0.75 | £0.17 | 29.57% |
| Nescafe Gold Blend Instant Coffee 200-190g | £5.96 | £8.19 | £2.23 | 37.40% |
| TOTAL | £71.82 | £101.61 | £29.79 | 41.48% |
| Data sourced by Assosia for the Daily Mail is based on the average pre-promotion price on March 31, 2021 and March 31, 2026 across Tesco, Sainsbury’s, Asda and Morrisons | ||||
The total from the products listed by Assosia came to £103.80 at a Sainsbury’s store today
The products in the trolley at the Sainsbury’s store on Cromwell Road in West London today
This British Retail Consortium graph shows how CPI inflation since 2020 stands at 29 per cent – below overall food inflation and median employee earnings which are both about 38 per cent
Other products rising by more than half were 750ml bleach (up 80 per cent to 75p); 300ml double cream (up 67 per cent to £1.69); 250g Yorkshire Tea tea bags (up 65 per cent to £1.72); and a 100g Cadbury Dairy Milk bar (up 62 per cent to 78p).
None of the 26 products analysed have fallen in price since 2021, but the smallest rise was for 800g of Aptamil baby milk formula powder, up 17 per cent to £1.97.
The Daily Mail tested the data by carrying out the exact shop at a Sainsbury’s store on Cromwell Road in West London today, and the total came to £103.80 – about £2 above the Assosia average. The cost with a Nectar card would have been £101.25.
TikTok users and content creators now commonly post their grocery hauls showcasing what £100 can buy them in the UK.
Among them is content creator Daisy Richmond who posted a video of her weekly shop at a Lidl supermarket with a £100 budget for her family of four – which eventually came in at £120.
The mother-of-two said: ‘Despite expecting lower costs, we were shocked by the prices we encountered. This week, we not only stocked up on essentials but also picked up several extras that we hadn’t planned.
‘It seems that some items in the Middle Aisle can tempt any shopper, which is why we recommend avoiding that section if you’re sticking to a budget.
‘As we navigated the aisles, we were surprised to find how quickly the costs can add up, even at budget-friendly stores like Lidl. It was a reminder that even when the prices seem low, adding extra items can lead to unexpected totals at checkout.’
Content creator Daisy Richmond posted a video of her weekly shop at a Lidl supermarket with a £100 budget for her family of four – which eventually came in at £120
She filmed herself putting the following items into her trolley at the supermarket:
Bananas
Lemons
Oranges
Avocado
Strawberries
Kingsmill 50/50 loaf
Crumpets
Hot cross buns
Raspberries
Blueberries
Mediterranean veg pack
Chicken
Garlic and cheese flatbread
Cheese pizza
Beef mince
Fridge Raiders
Mature cheddar
Cheese triangles
Mozzarella
Cheesestrings
Kefir protein shake
Protein yoghurt
Protein puddings
Tuna multipack
Cucumber
Lettuce
Yoghurts
Children’s yoghurts
Butter
12-pack of eggs
Tuna
Garlic chicken seasoning
Onions
Four potatoes
Lasagne sauce
Lasagne sheets
Stir fry bag
Noodles
Rice bags
Stir fry sauces
Almond and coconut bars
Crackers
Easter biscuit
Children’s cakes
Cheese twists
Mini Cheddars multipack
Pancetta
Nappies
Kitchen roll
Foil
Frozen chicken strips
Frozen chicken thigh bites
Popcorn chicken
Spaghetti hoops
Garlic sauce
Aromat seasoning
Milk
MIDDLE AISLE:
Handwriting practice book
Easter Egg decorations
Gabby’s Dollhouse stickers
Children’s cutlery
Fanta Lemon multipack
TOTAL: £120
Ms Richmond added: ‘For those who are considering a trip to Lidl for their grocery shopping, we advise being mindful of your choices in the Middle Aisle.
‘Often filled with varying products that can catch your eye, you might find items that were not on your list, inflating your total bill.
‘Overall, while shopping at Lidl can be cost-effective, it definitely pays to plan ahead. Make a list, stick to it, and be cautious about the allure of additional items.’
YouTube influencer Shannon Robinson, who runs the channel Home With Shan, also shared an Ocado shop for £100 – a fifth of which was spent on £22 worth of lamb.
The mother-of-two said: ‘I am quite happy with everything that we managed to get for under £100. A family of four and we’re trying to eat healthfully.
‘When you are trying to eat healthily, it’s very easy sometimes to go significantly over budget because, let’s face it, the stuff that’s got preservatives in, the stuff that’s got additives, the things that are made to last longer are cheaper.
‘But they’re not as good for us. And the whole point is eating whole foods keeps you fuller for longer so you don’t have to have as much food in the house. And we’re managing to do it for under £100 a week, which I’m really, really happy about.’
Shannon Robinson, who runs the YouTube channel Home With Shan, with a £100 Ocado shop
Here is the full shop which Ms Robinson, from High Wycombe, Buckinghamshire, revealed during her video:
Lamb shoulder
Pork chipolatas x12
Dalston drinks cans x12
Rocks blackcurrent squash
Two semi-skimmed milks
Cherry tomatoes
Red onions
Limes
Lettuce
Potatoes
Courgettes
Carrots
Parsnips
Mushrooms
Red peppers x3
Soffritto mix
Frozen blueberries
Frozen raspberries
Bananas x2 bunches
Chicken breast fillets x4
Rice cakes
Breadsticks x3
Sourdough bread
Peanut butter
Itsu noodles
Rigatoni pasta
Unsalted butter
Salted butter
Self-raising flour
Kefir yoghurt
Haricot beans
Chopped tomatoes
Coconut milk x2
Chickpeas x2
Butter beans x2
Garlic and herb soft cheese
TOTAL: £100
Elsewhere, a shopper from Glasgow called Jade Kelly posted a TikTok video of her unpacking a Morrisons shop which cost £103, describing it as ‘expensive as hell’.
The eyebrow specialist looked exasperated as she took items out of her shopping bags, saying: ‘So expensive… £103, £103 for all that. How many dinners in that?’
Jade Kelly posted a TikTok video of her unpacking an ‘expensive as hell’ shop which cost £103
Ms Kelly’s haul included:
Crisps multipack x2
Ready-to-eat pasta pots x2
Grapes
Toothpaste
Pomegranates
Milkybar yoghurt packs x2
Salad bag
Pepperoni pizzas x2
Popcorn chicken bites
Ham
Mini Eggs
Andrex toilet roll
Cooked chicken
Paracetamol
Ibuprofen
Fridge Raiders
Crispy chicken fillets
Bodywash
Sourdough loaf
Watermelon snack packs x3
Nutella
White bread
Reese’s Pieces
Maltesers bag
Kinder Bueno
Broccoli
Dried pasta boxes x2
Pancakes
Drinks x4
Milk
Fabric softener
TOTAL: £103
Ms Kelly said: ‘£103 – Shocking, and that isn’t even a full food shop, that isn’t even all my dinners for the week. How are people meant to live? It’s so bad.’
It comes as other experts warned yesterday that grocery price inflation is ‘likely to increase’ from its current level of 4.3 per cent in March as the conflict persists.
Worldpanel by Numerator said each additional 1 per cent on the rate of inflation could add more than £50 to the annual supermarket bill for the average household.
Chocolate has seen particularly big price hikes due to global cocoa supply shortages, with the rate of chocolate price inflation now standing at 8 per cent.
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Susannah Streeter, chief investment strategist at Wealth Club, said: ‘Shoppers are bracing for food costs to march higher again as the war in Iran increases supply chain costs.
‘Grocery price inflation was stuck stubbornly at 4.3 per cent in March and is set to spiral upwards in the months to come. It’s like a cruel April fools prank unfolding for shoppers, who are once again having to get used to a cost-of-living crisis.
‘With almost two thirds of shoppers super-wary about rising prices, it’s likely that many consumers will start shopping around more aggressively and trade down from big brands to cheaper names.’
The Institute of Grocery Distribution (IGD) warned earlier this month that UK households could face food inflation above 8 per cent within months if disruption caused by the war persists – with food inflation more than doubling by the summer.
But the British Retail Consortium has dismissed claims supermarket prices have been rising this month, pointing at data that suggests food prices were flat in March.
Harvir Dhillon, economist at the BRC, told the Daily Mail: ‘Inflation rose significantly in 2021 – 2023, owing to high energy costs, rising global food prices, and increased transport costs, following Russia’s invasion of Ukraine; this had a clear knock-on impact on the price of food for households.
‘As inflation eased, these higher costs were baked into operations and supply chains, with wages, transport costs and raw materials all remaining permanently higher.
‘Average wages have since caught up with this inflationary period, meaning that while £100 may buy less than before, an average day’s wage should buy the same amount of goods as it did five years ago.’
