Supermarkets
10 brands and 620 of their pages, side by side. Brighter cells are higher within the sector. Rows in grey rest on fewer than 30 pages: read them as a sketch. Brands with fewer than 10 pages show no measures.
01 · Side by side
Every measure, every brand
Means across each brand’s measured pages. Select a brand to open its page.
| Brand | Pages | Sentence length | Contractions | "You" | "We" | Questions | Long words | Em dashes | AI-associated words |
|---|---|---|---|---|---|---|---|---|---|
| Co-op | 183 | 13.8 | 18.8 | 58% | 31% | 3.3 | 22% | 2.13 | 0.44 |
| Tesco | 104 | 16.9 | 12.2 | 24% | 70% | 0.3 | 25% | 2.59 | 1.40 |
| Lidl | 83 | 17.6 | 10.6 | 8% | 88% | 0.1 | 29% | 1.06 | 1.01 |
| Ocado | 73 | 8.0 | 9.2 | 5% | 90% | 0.8 | 33% | 1.46 | 1.85 |
| Morrisons | 67 | 16.2 | 8.5 | 12% | 83% | 0.3 | 29% | 1.53 | 1.31 |
| Sainsbury's | 60 | 18.5 | 21.5 | 6% | 89% | 0.7 | 30% | 1.77 | 1.50 |
| Iceland | 36 | 21.2 | 12.9 | 15% | 80% | 0.4 | 28% | 3.31 | 1.07 |
| Asda | 11 | 16.1 | 15.7 | 7% | 86% | 1.9 | 27% | 4.20 | 1.61 |
| Booths | 2 | – | – | – | – | – | – | – | – |
| Aldi | 1 | – | – | – | – | – | – | – | – |
Measures and method: SGR-010; the brand list and sectors come from SGR-009.