Asda victory ends Tesco’s glorious six years at top
Tesco has come to regard this award as its own in the past few years but it is Asda that topped the people's poll in 2011.
In a weighted survey of more than 5,500 households, commissioned exclusively for The Grocer by Nielsen, it was the increased importance of straight price over other criteria that clinched Asda the award.
This year the perilous state of the economy, as well as soaring fuel and commodity prices, have seen consumers place less emphasis on promotions and range, and with Asda winning on price and value for money, it regained the mantle of Britain's favourite supermarket for the first time since 2004, to end Tesco's run of six straight victories.
Asda has ramped up the price challenge in the past year, launching first a campaign allowing customers to reclaim the difference on a basket of goods if it was more expensive than its rivals, and since January extending it to a 10% cheaper guarantee.
The company has also won new friends with its drive to improve value for money. Rather than focusing its efforts on the more premium end of own label, 40,000 consumers are now taking part in blind food tests as part of its Chosen By You launch, a £100m core tier project that Asda claims to be the biggest own-brand project in UK retailing history, already being rolled out to 5,000 products.