Some 16% of respondents to a survey by TNS Omnibus said Asda had the best value line-up, with 14% naming Tesco. A further 6% named Morrisons, 4% said Sainsbury's and there was 1% each for The Co-op, Waitrose and M&S. More than half (55%) were undecided, while 28% also said they might switch to different supermarkets during the World Cup.
"Asda is perceived as having very good deals and the beer and lager ones are driving these mentions," said Sue Homeyard, MD of TNS Omnibus. "Some 60% of women couldn't give an answer here compared with 51% of men so that means significantly more men can identify a supermarket it's to do with cheap booze."
The results underline h0w brands can benefit by association with the World Cup and the England team, even if they are not affiliated. Pepsi and Carling were named by many as sponsors despite having no affiliation.
Mars, a sponsor of the England team, was only mentioned by 2% of respondents. But awareness of official sponsors is expected to grow once the tournament starts, said Jon Priest, executive chairman of media agency SPA and spokesman for the Market Research Society.
A new Mars ad campaign will feature ex-England winger John Barnes' 1990 rap hit World in Motion, though the lyrics are now "three Lions on my Mars". Mars bars currently feature the St George's flag.