Vegans are warned to ‘check’ as some supermarkets are 45% more expensive for food

Vegans are warned to ‘check’ as some supermarkets are 45% more expensive for food

A consumer expert has warned shoppers looking to cut back on meat and dairy that they risk being ripped off by supermarkets.

Tom Church, co-founder of LatestDeals.co.uk, has warned shoppers looking to try a vegan diet to be more ‘price conscious’ as some vegan items are 45% more expensive depending on the supermarket they shop at .

It comes as more than half a million people take part in this year’s Veganuary and flock to supermarkets for new ranges of plant-based foods.

Tom commented: “I wanted to give Veganuary a try this year. I went to ÅSDA, Morrison’s, Sainsbury’s and Tesco. I compared the prices of vegan products and what I found surprised me.”

The consumer expert has reminded shoppers looking to adopt a vegan diet, especially novices, to shop around, as supermarkets sell the same vegan items but with different price tags.

Tom found that 300g of Quorn Chicken Style Pieces cost £1.75 at Morrisons, but only £1.20 with a Tesco Clubcard, making Morrisons 45% more expensive.



Some vegan items have been found to be more expensive in different supermarkets.
Some vegan items have been found to be more expensive in different supermarkets.

It also warned shoppers that the vegan “deals” may not be as budget-friendly as advertised, as 8 Meatless Farm sausages at Morrisons that were offered from £3 to £2 were 14% more expensive than the £1.75 from Tesco for the same offer.

The consumer expert also found that some vegan items are more expensive than their meat alternatives, with Morrison’s being more expensive per gram.

This Isn’t Chicken Plant-Based Pieces, 190g, costs £2.75 at Morrisons. That’s £0.014 per gram. It sounds cheap, but the average price per gram of diced chicken in the supermarkets I visited is £0.007 per gram. So this vegan alternative costs twice as much,” added the expert.



Research found that bean burgers are more expensive than their meat alternatives
Research found that bean burgers are more expensive than their meat alternatives

The vegan burgers are also up to 71% more expensive than their meat alternatives at Tesco and Asda, costing £0.01 per gram compared to the average price of beef burgers at 68p per gram.

For shoppers looking for cheap bean burgers, the most affordable options are Asda’s Plant-Based 2 Meatless Burgers and Tesco Clubcards Spicy Bean Burgers with Naked Vegetables, which are just £2.

The consumer expert stressed that it was important for novice vegans to be aware of the differences and try to stick to cheaper alternatives.

However, the research found that vegan ground beef and meatballs are generally cheaper than their meat counterparts in most supermarkets across the country.



Plant-based ground beef and meatballs prove cheaper than meat alternatives
Plant-based ground beef and meatballs prove cheaper than meat alternatives

Sainsbury’s was found to be selling Birds Eye Green Cuisine meatless Swedish-style meatballs for just £1.25, while their beef meatballs cost £2.50, almost a 50% difference.

Quorn vegan minced meat on Tesco Clubcard was also found to cost just £1.20 compared to £1.79 for minced meat.

The consumer expert said: “‘This supermarket research turned out to be really eye-opening. I thought there would be a clear winner: vegan or meat-based products would be cheaper.’

What stands out, however, is that it’s more important than ever to compare supermarket prices and browse deals. Sometimes a reduction at a certain store still means you’d be paying more compared to another.”

You can find the full investigation here.

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