Helping consumers make better food shopping decisions

Every UK consumer spends money on food and drink, so Which? helps people make informed choices with independent testing, expert analysis and practical advice.

We’re helping consumers to:

• Save money with our supermarket price comparisons
• Buy the best-tasting food and drink through regular taste tests
• Get more from their supermarket with analysis of loyalty schemes and our unique food inflation tracker
• Make healthier choices through our Health & Wellness content, covering everything from the healthiest brown breads to high-fibre snacks that help keep you fuller for longer.

The areas we’re covering

Cheapest supermarket of the month/year

This monthly research compares the cost of a basket of everyday groceries across eight supermarkets, including Aldi and Lidl. In 2025, the guide attracted 287k page views, with 97% coming from non-members.

Cheapest supermarket for branded groceries

Launched in 2026, this research compares the cost of branded grocery baskets across the six biggest supermarkets (Asda, Morrisons, Ocado, Sainsbury's, Tesco and Waitrose). It’s proved a huge hit with readers, attracting more than 50k page views, 76% of which came from non-members.

Our research makes it easy to see how the UK's biggest supermarkets compare on price.

Best supermarkets

Our annual survey of more than 3,000 shoppers reveals the UK's highest-rated supermarkets for in-store and online grocery shopping.

We combine consumer feedback with expert analysis, only awarding Which? Recommended Provider status to supermarkets that deliver strong value and meet our strict assessment criteria.

In 2026, Aldi, Ocado and Sainsbury’s were Which? Recommended Providers.

In 2025, our guide attracted 78k page views, 90% of which came from non-members.

See our guide to the cheapest supermarkets.

Taste tests

We test more than 250 food and drink products every year, uncovering Best Buys, Don't Buys and Great Value recommendations across everyday essentials and seasonal favourites.

Our recommendations are based on hundreds of hours of planning, product sourcing, blind taste testing and expert analysis before we publish our verdicts.

Popular guides include:

• Everyday favourites such as baked beans (73k page views), mayonnaise (76k page views) and pork sausages (133k page views).
• Seasonal and premium products such as red wine (139k page views), Champagne (146k page views) and Christmas puddings (48k page views).

More than 15 Best Buy licences were taken across food and drink in 2025/26, ranging from Heinz Baked Beans to Morrisons The Best Thick Pork Sausages.

For more on endorsements, see our guide: Why licence a Which? endorsement.

Communicating with customers

Food and supermarket topics are regularly covered on the Which? podcast. Popular episodes include How to Make Your Food Shop Go Further and The Best Food and Drink For a Stress-free Christmas.

Food and health content also features in our biweekly Healthy Living newsletter, which has more than 240k subscribers and an average click-through rate of 15%.

Engaging with our audience

Food content from Which? appeared in Google search results 18.2 million times between June 2025 and May 2026. During the same period, users clicked through to our food content more than 212,000 times.

Our supermarket advice content generated more than 409,000 page views in 2025, 94% of which came from non-members.

Alongside its digital success, our shopping, food and drink content regularly receives national media coverage. Through original research, nutritional analysis and monthly Cheapest Supermarket findings, Which? stories are picked up by publications including The Telegraph, The Daily Mail, The Sun, The Mirror and The Express.

How to make your business the trusted choice in shopping, food and drink

Duncan Crawley, Endorsement Scheme Account Manager at Which?, says:

‘Everything from expert and consumer taste tests to monthly supermarket-pricing analysis enables us to support consumers when it comes to their purchasing decisions. It’s great to work with top-performing supermarkets and food and drink brands who are utilising Which? endorsements within their marketing. From POS in stores to online ads and packaging, the Which? endorsement scheme provides consumers with a clear message, from value to the tastiest products.

'Our independence, impartiality and testing rigour make us a trusted source of advice for millions of consumers doing their food shopping. We are keen to speak to businesses about how we can work together in this space.’

Discover how partnering with Which? could benefit your brand with our affiliates guide.