With the supermarkets’ January sales in full swing, Asda edged out Morrisons to claim this week’s Grocer 33 pricing win.
According to the latest Kantar Worldpanel figures published this week, Asda remains the laggard of the big four, with sales for the 12 weeks to 3 January down 2.5%. Maybe that’s because, while it continues to beat its supermarket rivals on price, it is marginal at best. Asda’s £53.27 total was 17p cheaper than Morrisons this week, having offered the lowest price for 18 of the 33 items on our shopping list, with nine of these exclusively lower than any of its rivals. Morrisons had 14 cheapest products, seven of which were exclusively cheapest.
It wasn’t just Morrisons vying with Asda for supremacy this week. Tesco’s £54.18 total was just 91p more expensive than Asda and our mystery shopper had 95p instantly discounted from his bill as part of its Brand Guarantee initiative. This would have been 97p had the Tesco store he visited stocked the Barefoot white Zinfandel. So effectively Tesco is cheaper after the instant cashback - by six pence!
There was some clear blue water between these three and Sainsbury’s and Waitrose this week. Sainsbury’s total of £57.63 was £4.36 more expensive than Asda, while Waitrose came in more than a tenner pricier at £63.86.