The Grocer Gold Awards 2025: Grocer 33 - Price

Winner: Asda

Asda stormed back to reclaim its Grocer 33 price crown this year – and by quite some margin. Asda provided the cheapest price in 20 of the 49 weeks that we ran the price comparison survey. It marks a return to form for the retailer, which has won this accolade every year – bar last year – since the competition began in 1997.

But make no mistake, the pricing competition was absolutely ferocious this year. Over the course of the 12 months there was just 1% difference between Asda price and the Clubcard price at Tesco, which notched up nine wins.

Sainsbury’s also claimed nine victories and made the most progress on fighting inflation. Last year its 6.4% inflation was the highest, while this year’s –1% deflation marked the biggest drop across the five full-service supermarkets.

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Sainsbury’s ended the year with an average basket that cost 2.9% more than comparable items at Asda.

Meanwhile, Morrisons notched up five wins, an improvement on last year’s two. Tesco and Morrisons also recorded year-on-year deflation.

In March, Asda said it would invest in price cuts to widen the gap over its rivals. But with others following suit, the real winner in the latest round of pricing wars was perhaps the consumer.

The competition does not include the discounters every week, of course. They featured four times during the year – and Aldi won every time.