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 33Asda offers cheapest shop but rivals stay within 5%-10% margin
Our basket featured a number of brands with packaging designed to help blind or partially sighted shoppers
Analysis & FeaturesWhy the ONS changing its pricing methodology is so important
The ONS is hugely increasing the number of prices counted to calculate grocery inflation – with far-reaching implications
NewsTesco, Co-op and Lidl app users overtake website visitors
App users overtook website visitors for Tesco, Co-op and Lidl last year, as eight out of 10 supermarkets saw web traffic fall, according to exclusive data
NewsValue ranges in double-digit decline as Morrisons, Tesco and Sainsbury’s slash products
Morrisons, Tesco and Sainsbury’s have cut their budget own label ranges by up to 15.6%, removing some of the cheapest options from shelves as retailers focus on mid-tier products and alternative value mechanics
Grocer 33Tesco comes out on top in tight Grocer 33 pricing battle with Asda
Tesco’s £89.18 basket was 1.8% cheaper than Asda’s, which came in at £90.86
NewsInflation may dip as ONS adopts loyalty pricing data
The ONS will replace 25,000 monthly price points with 300 million from supermarket till data, capturing loyalty card discounts and actual prices paid rather than shelf prices for the first time
NewsData: Lidl Plus is UK’s fourth most popular loyalty scheme
New research shows Lidl Plus is fourth most popular loyalty scheme, with women more likely then men to bother with loyalty memberships
Grocer 33Aldi edges out Lidl to be cheapest supermarket in Super Grocer 33
Just 1.1% separated Aldi’s winning £55.49 basket from Lidl’s £56.10
NewsLoyalty schemes trump AI as most valued supermarket technology
Only 4% of shoppers said ‘the ability to compile lists and order products via AI agents’ was very important to them
NewsA fifth of Brits taking part in Veganuary
Twenty-four to 34-year-olds were most likely to take part in Veganuary
Grocer 33Tesco squeaks to win in The Grocer’s vegan 33 price comparison survey
The gap to third place was just 1%
Comment & OpinionShrinkflation: eroding trust one Easter egg at a time
Relying on the uneasy hope that no one will notice shrinkflation is starting to feel as outdated as a 1kg tin of Quality Street
KVI TrackerCadbury and Mars shrink Easter eggs, blaming soaring cocoa costs
Suppliers have blamed rising manufacturing costs for shrinking products and soaring prices
NewsConsumers losing patience with shrinkflation, research finds
Three in five UK consumers consider shrinkflation ‘very unfair’ and want retailers to flag when brands reduce pack sizes, according to new research by Capgemini
NewsData: Rivals undercut Tesco on third of Everyday Low Prices range
Analysis of Assosia data by The Grocer shows consumers could buy 32% of the products featured in Tesco’s new Everyday Low Prices campaign cheaper somewhere else
Grocer 33Asda wins cheapest supermarket for a healthy shop to kick off new year
Asda kicked off 2026 with another cheapest basket in the Grocer 33 price comparison survey
NewsAsda removes over 4,000 SKUs in simplification drive
Asda is well advanced on its ambitions to remove 5,000 SKUs from its shelves as part of an effort to simplify its shelves and supply chain
NewsOne in five UK households place online grocery orders
Data from Worldpanel by Numerator shared with The Grocer shows 20.6% of households placed online grocery orders in November, up from 19.0% in November 2024
RankingsFrozen - ice cream 2025: Pre-spinoff Magnum sees bumper year
Magnum’s handheld ice creams raked in an extra £38m – the biggest absolute gain in the category
Grocer 33Asda wins cheapest supermarket in both premium and budget Christmas baskets
This week’s Grocer 33 basket was designed for shoppers looking to host Christmas without breaking the bank