Delivery Apps May Double Grocery Costs

Published: 07 October 2025. The English Chronicle Desk. The English Chronicle Online.

A recent investigation by consumer watchdog Which? has revealed that shoppers using food delivery apps may be paying significantly more — in some cases, even double — for everyday supermarket essentials compared to purchasing directly in-store. The analysis, which focused on leading apps including Deliveroo, Just Eat, and Uber Eats, highlights a concerning trend for consumers increasingly relying on app-based grocery shopping for convenience.

Which? compared the prices of up to 50 popular grocery items across four major UK supermarkets — Asda, Morrisons, Sainsbury’s, and Waitrose — and examined the same products on the delivery platforms. Additionally, Tesco’s rapid home delivery service, Whoosh, was included to see how it fared against direct supermarket purchases. The findings indicated that customers using these apps often pay a premium for speed and convenience, with some products marked up by more than 100 per cent.

Sainsbury’s Nectar card holders emerged as the most affected, seeing average price increases of 45 per cent on Uber Eats, 41 per cent on Deliveroo, and 40 per cent on Just Eat. Some specific items were particularly striking: Birds Eye Cod Fish Fingers cost £3 with a Nectar card but were listed at £6.25 on all three delivery platforms, while Quorn Chicken Nuggets rose from £1.75 in-store to £3.50 via delivery. Non-loyalty card holders still faced notable mark-ups, ranging from 22 to 25 per cent depending on the app used.

Waitrose shoppers experienced similar discrepancies, paying up to a third more on Uber Eats compared to shopping directly, while Deliveroo and Just Eat charged 25 and 30 per cent more, respectively. Two products — Pampers New Baby Nappies Size 3 and Tilda Microwave Basmati Rice — were consistently double the price on all three apps. Morrisons and Asda showed comparable patterns, with delivery apps adding an average of 26–31 per cent to grocery bills, though one-day price checks occasionally reflected closer alignment. Tesco’s Whoosh service similarly resulted in Clubcard holders paying around 25 per cent more due to unavailable promotional offers, while non-Clubcard holders saw an 18 per cent increase.

The analysis did not factor in delivery fees, which can vary depending on time, location, and other variables. Reena Sewraz, retail editor at Which?, emphasized that while convenience has value, customers should be aware of potential overpricing. “Our research shows that in some cases customers could be paying more than twice as much for specific items as buying directly from the supermarket, so it’s worth considering how urgently you need those groceries before placing your order,” she stated.

Representatives from the supermarkets and delivery platforms defended their pricing models. Sainsbury’s highlighted the availability of multiple shopping options and promotions, while Tesco explained that Whoosh reflects the extra cost of ultra-fast delivery but still provides competitive value. Morrisons noted that some highlighted items were on promotion in-store, potentially skewing price comparisons, while Waitrose pointed out that delivery apps offer clear pricing and convenience. Uber Eats emphasized that its partners set prices independently and that its platform provides in-app discounts and value initiatives, including weekly promotions and discounts for Uber One members.

The findings raise important questions about transparency and consumer awareness in the rapidly growing online grocery market. While convenience remains a major factor driving app usage, shoppers may benefit from carefully comparing prices and considering alternative delivery or in-store options to avoid paying a premium for everyday items.