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 33Tesco intensifies price cuts to fend off rivals winning cheapest online supermarket
In a very tight week, only £1.95 separated Tesco and sixth-placed Ocado
Analysis & FeaturesOut of the frying pan… why nitrite-free is yet to take off
It’s been a decade since a landmark report linked nitrites in processed meat to cancer. So why has progress been so slow?
Grocer 33Tesco basket falls 11% as it meets Asda pricing fire with fire
Tesco and Sainsbury’s baskets both fell 11% month on month to match Asda price war manoeuvres
Grocer 33Tesco mystery shop wins battle of 30,000 sq ft supermarkets
This week’s stores were all as close as possible to a mid-size 30,000 sq ft and the winner hails from the market town of Dorchester, Dorset with a winning score of 85
NewsChristmas dinner spend to fall for first time in three years
VoucherCodes forecasts that consumers will spend a total of £8.36bn on food & drink over the six-week Christmas period
Grocer 33Asda cheapest supermarket for a Halloween party in special Grocer 33 shop
Asda’s £80.79 basket was cheapest for 15 items and exclusively so for 12
Grocer 33‘Irrational’ Asda cheaper than rivals by 5.5% in price comparison survey
Asda’s £74.98 basket was 2.9% cheaper month on month after it dropped the price of 956 items last week
NewsMorrisons scales back loyalty price More Card promotions
Morrisons has scaled back the use of More Card for promotions, bucking the growing trend of loyalty pricing as it fights to build footfall and basket spend.
Grocer 33Aldi wins cheapest supermarket in Super Grocer 33 battle… by 38p
Aldi and Lidl’s prices were identical on 30 of the 33 items in our basket
NewsOne in five UK supermarkets at risk from floods TransZero study reveals
New research reveals 3,200 of the UK’s largest supermarkets are located within flood risk areas
Grocer 33Asda is cheapest in our ‘Green Grocer 33’ price comparison survey
In a basket featuring a range of plant-based, plastic-free, organic, locally sourced, Fairtrade and B Corp-certified brands, Asda was exclusively cheapest for 18 items
NewsIceland is most carbon-intensive supermarket, analysis shows
Iceland’s carbon intensity is more than three times that of Aldi and Lidl, The Grocer has found
NewsDonald Trump causes paracetamol panic among pregnant UK women
US President Donald Trump’s claim that taking paracetamol during pregnancy can cause autism has spooked pregnant UK women
Grocer 33Sainsbury’s offers deepest discounts as guest retailer Iceland struggles on price
Iceland was more expensive than big four but cheaper than Waitrose in our price comparison survey
Grocer 33Asda fights off inflation to offer the cheapest Grocer 33 shop
Asda has beaten record inflation to end the first quarter of the Grocer 33 pricing survey with its 10th win
NewsOne in three vapes dangerously discarded, poll reveals
Only 30% of regular vape users are correctly disposing of their vapes through retailer takeback schemes or specialist battery and electronics recycling facilities
Grocer 33Asda offers cheapest mystery shop but rivals narrow gap to under 2%
Asda easily beat guest retailers Ocado and Amazon, but was closer than last week to Tesco and Sainsbury’s, both within 2% of its total
Grocer 33Tesco delivers best Online Grocer 33 mystery shop in Ilkeston
For the first time in an online Grocer 33, our mystery shoppers were in the same location, as well as requesting delivery within the same time window
NewsSupermarkets scale back on voucher sites
Figures shared by discounting website VoucherCodes show a 37% drop in grocery offers published on the site in the first half of the year