Choosing the right brand, store, and type of product to put in the cart can save much more money than one might imagine. According to the latest Altroconsumo survey, a family of four that spends an average of 9,450 euros per year on groceries can save as much as 3,790 euros (that is 40%) by buying the most affordable products at the cheapest chain.
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How to save
Possible savings vary from city to city and by type of brand. They change depending on whether you prefer supermarkets and branded products or choose the most affordable store in the city instead of the most expensive one. The consumer association estimates possible savings of up to 1,390 euros per year for an average family in the capital city with more competition, namely Milan, with an 18% cut in the cost of the cart. Following are Bologna, Treviso, Reggio Emilia, and Venice, all with savings exceeding 1,100 euros on the typical cart. In the South, however, differences between stores are much smaller and possible savings can even fall below 50 euros in some centers.
It is not insignificant in times of prices that remain high, although the growth of price lists has slowed (+1% in February-March 2026 in visited discount stores, hypermarkets, and supermarkets, compared to +2% recorded in 2025). But, indeed, let us not forget that we come from years of high inflation (in 2023 we recorded +12%) and that, meanwhile, the war in Iran has broken out, with increases in oil and energy prices that could still have repercussions on spending.
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Altroconsumo surveyed prices of 1,158 hypermarkets, supermarkets, and discount stores in 67 cities: the resulting mapping indicates where you can spend less and affordability seems more marked especially in high-income areas, particularly in the cheapest stores examined in Veneto, Tuscany, and Lombardy.
The most affordable brands
The cheapest products are found on the shelves of Eurospin supermarkets, which again this year (Altroconsumo’s survey is annual) remains the place where you can spend the least overall. In general, discount stores dominate the top positions and, compared to 2025, also show some improvements in affordability. Supermarkets and hypermarkets fall back, for which it is increasingly difficult to compete on the basis of the lowest price: the first traditional brand, Ipercoop, is found at 117 points, which means prices are 17% higher compared to the first discount.
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