It’s not been the best week for Morrisons as it announced plummeting sales and profits in its first-half results - but it did at least chalk up its fifth win in The Grocer 33.
The win puts Morrisons just two wins behind Asda (which came second this time). And it wasn’t half close. Its £49.72 basket was just 4p cheaper - further proof, the management will argue - that Morrisons now has a strong enough price file to bring punters back in. (Of its four exclusively cheaper the pizza and Peperami proved decisive. Its basket also featured no less than 19 promotions, including 11 price-only.)
Asda will be disappointed not only due to the slim margin of defeat, but having had seven exclusively cheapest items.
Guest retailer Iceland was unable to follow up its previous appearance (in July) with a victory, though it was only 55p more expensive than Morrisons and featured six exclusively cheapest products.
Tesco has only registered one win this Grocer 33 year, and was almost £2 off the pace this time, despite four exclusively cheapest products.
Sainsbury’s came in a distant fourth, a further £2.47 adrift, with a £54 basket. And there was an even bigger gap to the Waitrose basket. In the week it announced profits down 9.4% for the first financial half, its basket cost over £7 more than Tesco’s, despite matching it on branded items (ex-promos).