Aldi has picked up its seventh consecutive win in the Super Grocer 33, which features guest appearances from the discounters.
Just 1.1% separated Aldi’s winning £55.49 basket from Lidl’s £56.10. The discounters had identical prices for 28 SKUs. Lidl’s blackberries and broccoli were cheapest, but Aldi had the edge thanks to Cadbury Mini Rolls, vegetable oil and premium own label ice cream.
The gap between the full-range supermarkets was wider. In third, Tesco’s £61.59 basket was 11% more than Aldi’s. Tesco beat the pack only on apples and Colgate toothpaste.
Aldi was 12.1% cheaper than fourth-placed Asda. Its £63.14 basket contained the cheapest all-purpose cleaner and pasta sauce. Instead of price cuts, all of Asda’s six promotions this week were multibuys. The gap is a notable step down from last quarter’s Super 33, when Aldi was just 4.4% cheaper than Asda. Asda’s basket also cost 5.6% more than a year ago – the biggest rise bar Waitrose.
Next came Morrisons (£63.69) and Sainsbury’s (£63.89).
With the discounters in town, Waitrose was 39.7% more expensive than the winner. It was joint-cheapest on just one SKU, the Snack a Jacks.
This week’s basket contained 10 branded SKUs in all retailers. Of those, Aldi was cheapest on seven, Lidl and Tesco for six, Morrisons four and Asda and Sainsbury’s for three.
Discounts were shallower than previous weeks in the own-label heavy basket. None of our items were on offer at Aldi, while Lidl’s discounts on pork medallions and Nutella saved shoppers 46p.
This week’s basket is also a warning against looking at pricing data in isolation. Parsnips were a staggering 1,380% dearer than a month ago at Morrisons, Aldi and Lidl: those 5p Christmas veg promotions are very much over.
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