Elinor Zuke
Elinor Zuke data editor at The Grocer.
She covers pricing and promotions, our weekly Grocer 33 mystery shopping survey, and data-led stories.
She first joined The Grocer in 2010 and rejoined in June 2025, having been news editor of Insurance Times and a communications consultant for financial services firms.
Contact info
- Tel:
- 01293 846572
- Email:
- Elinor.Zuke@thegrocer.co.uk
Grocer 33Morrisons wins cheapest supermarket in our healthier Grocer 33 shop
The cost of several of the products in our health-themed Grocer 33 basket have risen by more than inflation
NewsMajority back cancer warnings on nitrite-cured meats
Exclusive research reveals 55% of bacon and ham eaters would support tobacco-style warnings on processed meat containing nitrites, amid calls for action a decade after WHO linked products to cancer risk
NewsLidl Plus app users unfazed by loyalty scheme overhaul
Users of Lidl’s Plus app have been undeterred by the discounter’s switch to a points-based loyalty programme, with daily active users up 20% year on year in May
NewsFather’s Day spending to hit £1.3bn despite World Cup clash
Retail and shopper marketing agency Savvy predicted growth of 3%, marking the slowest growth rate of any major calendar event so far this year
NewsWH Smith rolls out electronic shelf labels
WH Smith is rolling out electronic shelf labels to some of its UK stores, beginning with three new flagship stores at Heathrow
NewsPetrol up, diesel down in ‘unusual’ May price split
The average price per litre of unleaded increased from 157p to 159.4p, while diesel fell from 188.4p to 183.9p
Grocer 33Lidl’s loyalty push makes it cheapest for barbecue shop
Lidl’s well-timed loyalty price promos gave it the exclusively cheapest sausages and beef quarter pounders
NewsIceland prices rise 1.9% as it undercuts inflation
The Grocer analysed the prices of 4,063 items sold on Monday 1 June 2026 and a year ago using data from Assosia
Grocer 33Asda back on top as cheapest supermarket with close win over Sainsbury’s
Asda provided seven exclusively cheapest items in our basket this week
NewsConsumers cautious with NPD to avoid food waste
Consumers are throwing away less food than they did two years ago but are still not happy with how much food ends up in the bin, according to research by The Harris Poll UK
NewsWorld Cup to deliver £2.9bn boost for UK retailers
Late match times and tight budgets will see 22.6 million people spend money on food and drink while watching matches at home, while hospitality venues are predicted to take a further £898m during the men’s tournament
Grocer 33Morrisons keeps on discounting to notch another win as cheapest supermarket
Morrisons’ winning £77.88 shopping basket included 13.7% of savings
NewsOn-pack promotions surge in popularity among UK shoppers
The popularity of on-pack promotions has surged, with 78% of shoppers now favouring them compared with 65% in 2024
NewsPetrol prices hit new high in wake of Iran war
Petrol prices have reached a new high since the start of the Iran war and are set to surpass 160p a litre, the RAC has warned.
Grocer 33Price reductions on fresh lines help Morrisons to win cheapest supermarket
Morrisons’ price-cut Galbani Italian burrata, spring onions and vine tomatoes were three of its four exclusively cheapest items
NewsOwn label closes quality gap as shoppers consider trading down, data reveals
Brands maintain a quality edge over own label, but 83% of consumers say private label has improved significantly. A quarter would switch to cheaper alternatives if prices rise further, according to new research by The Harris Poll UK
Grocer 33Amazon cleans up as cheapest supermarket with 22 items on price-cut promotions
At £78.55, Amazon’s basket was 7.7% cheaper than its nearest rival
NewsAmazon slashes prices to undercut Tesco, Asda and Sainsbury’s
Amazon began its campaign at the end of March when it lowered prices on 4,315 items, or 45% of the products available on Amazon Fresh, with an average discount of 16%
Comment & OpinionZoe’s gut health ‘documentary’ is unchallenging viewing
Three people overhaul their diet with the help of Zoe’s app - and top team. No prizes for guessing the outcome
Grocer 33Morrisons takes rare pricing win as cheapest supermarket in close-fought scrap
This was a tightly fought week, with only £1.08 separating first and fourth place