Buying food in London
London is a city that offers many choices, which can make food shopping a bit overwhelming. The quest for the right supermarket for your budget, taste, and schedule can be long. However, with some good planning, food shopping in London can be relatively stress-free and can save you money and time.
Supermarkets in London
London is a very competitive market, meaning the city has a wide range of large and express supermarkets. According to a recent survey on the UK's best grocery store, Marks and Spencer (M&S) was voted the number one option, followed by Aldi, a bargain supermarket. Aldi perfectly balances quality food with low prices, which has made it a consistent favourite among consumers. Aldi is not in central London, so plan some time into your schedule to venture out of zone 1.
Good to know:
There are 13 Aldi's in London. Be prepared to shop in two separate supermarkets as Aldi still lacks variety in herbs, spices, and world food.
Lidl has a similar brand identity to Aldi, but it is cheaper. If you are a smart shopper, buying your basics (such as fruits, vegetables, and dairy) in Lidl will save you money and still provide good quality. Like Aldi, the chain has started to rebrand its image and offers more range and higher quality goods, but is slightly falling behind Aldi's popularity. When you are in Lidl, look out for the 'Deluxe' range and the fresh bakery section. Be aware that some of its lesser-known brands are of lower quality. Therefore, trial and error is sometimes needed.
Good to know:
The closest Lidl to central London is in Canary Wharf.
Known for its good bakery, fish counter, and butchers, the supermarket chain Asda is owned by Walmart. Its image is based on affordable, quality food. Asda is viewed as cheaper than Tesco and Sainsbury's but is more expensive than Aldi and Lidl. Asda is in very tight competition with other chains, so it often has desirable deals.
Good to know:
Asda claims to be consistently 10% cheaper than their competitors, and if you purchase anything that is not, they will give you back the difference. Asda stores aren't located in central London.
Tesco is the biggest supermarket chain in the UK, with 311 in London. The supermarket is usually embroiled in price wars with its closest competitors, Asda and Sainsbury's. It carries out price matching on most of its products to keep them as low as possible. Tesco Express stores are all over the city and are easily accessible if in a hurry or for last-minute purchases. Tesco Express has a good lunch meal deal offer: £3.90 for its regular price and £3.40 for those with a Clubcard.
Good to know:
- Avoid the express supermarkets for your big weekly shopping as they are more expensive and suited to convenience shopping.
- If you are trying to save money, check that their price-matching service is up to date. Tesco will often lower product prices if they are higher than their competitors.
Sainsbury's is the second-largest supermarket chain in England. It has much more variety, especially for specific diets (e.g. gluten-free, halal, organic, healthy food, etc.). Sainsbury's is more expensive than the above supermarkets but less expensive than M&S and Waitrose. It also has express supermarkets across the city centre. Sainsbury's has a good deli section, fish counter, butchers, and bakery.
Good to know:
Don't succumb to expensive brands in Sainsbury's. Their own 'taste the difference' range is of high quality and cheaper. They also have a much more affordable 'Sainsbury's basics' range if you are on a tight budget.
Waitrose has a wide choice of deli and healthy food and is well known for its ethical business practices (sustainable fish, fair trade, organic produce, etc.). Waitrose is more expensive than Tesco, Asda, Sainsbury's, and M&S. Waitrose also has many 'Little Waitrose' dotted around London if you are in a rush and need something convenient.
Marks & Spencer is a supermarket connected with clothes shops and homeware. Traditionally a clothing shop with a food section, M&S food is becoming a brand in its own right. Many express M&S food supermarkets are now dotted around London. The brand is known for its wide selection of party and world food.
Good to know:
- M&S is best for a treat rather than your weekly shopping.
- M&S has a great monthly dine-in-for-2 deal, where you pay £12 for a main, side, and starter/dessert.
Supermarket deliveries in London
Supermarket deliveries are becoming a lifeline, especially for busy Londoners who fall into the trap of expensive convenience shopping.
Waitrose has free next-day delivery if you spend £60 or more. Sainsbury's, Tesco, and Asda do home delivery and a click-and-collect service at a charge. A new contender, Ocado has also entered the market. It is an online supermarket with no physical shops that specialises in delivery.
Bargain hunting in London
English people, Londoners being no exception, are notorious bargain hunters. Thus, supermarkets try to attract customers by offering various deals throughout the year.
If you are either a savvy shopper or looking to save some pennies, subscribing to supermarket newsletters, email notifications, and picking up their magazines in-store will help you successfully plan your shopping.
Loyalty cards are also very popular in England; most locals have numerous cards for various shops. Points are added every time you buy something, eventually converting into money you can spend in that supermarket. Make sure also to check out the ‘Reduced to clear' aisle during your grocery shopping; they usually have good deals on food that is close to their sell-by date.
Other food stores in London
Organic
Planet Organic has various shops in central London, and like most organic shops, it is more expensive than the average supermarket.
Whole Foods/Fresh & Wild organic chain is scattered around the city and is a bit pricey but guarantees quality food. The shop in Kensington High Street has an impressive food court on the top floor.
Luxury
London has many options if you feel like treating yourself or are looking for high-quality produce for a special occasion. For example, Sainsbury's food hall has an American section. Fortnum & Mason specialises in tea and coffee but sells various high-end products. Also, they have restaurants in various locations and are popular for their hampers, perfect for gastronomic gifts.
Harrods' food hall is a treasure trove of luxury goods where you can buy gourmet food to take home or eat in. The carvery section makes exceptionally delicious hot sandwiches, and the wine rooms are not to be missed. Their patisserie section is also a delight for the eyes and, ultimately, the taste buds.
Selfridges' food hall is similar to Harrods'. It delivers luxury, price, and high-quality produce. It has a large American food section and a popular champagne, oyster, and caviar bar.
Harvey Nichols specialises in everyday luxury food gifts and gourmet trends such as bubble tea and cold-pressed juices. Their food hall is smaller than other luxury food halls but has a great atmosphere and quality food variety.
Whole Foods/Fresh & Wild are scattered around the city. The Kensington High Street store with its top-floor food court can be addictive.
Farmer's street food and markets in London
London has numerous markets where you can find fresh, good quality, and affordable produce, often cheaper than in supermarkets. New markets in London have been popping up thanks to the fresh and healthy food movement. Street food has also taken the city by storm and is a perfect solution for the time-starved Londoner needing quick, healthy, and affordable food. Definitely go to Borough Market, one of the best and oldest. Borough Market is a great place to learn more about food, as they have every vegetable that you can imagine.
Tip:
Go to the London Farmers' Market for more information on finding a farmer's market where you'll be moving to.
