Asda has continued its strong start to the latest Grocer 33 year by undercutting rivals for the fourth time in the first five weeks.
The latest performance will be welcomed at Asda House – even though the supermarket did not hit executive chairman Allan Leighton’s target of beating its main supermarket rivals by between 5% and 10%.
At £79.08, Asda came in £2.61 – or 3.2% – cheaper than runner-up Tesco. Tesco offered a whopping discount of £11.40 to its Loyalty card holders, preventing Asda from getting into the Leighton zone.
Asda offered the lowest price for 18 items, 17 of which were exclusively cheapest. These included the apples, avocados. Tilda rice and the turkey fillets. Tesco was cheapest for nine items and exclusively so for the Birds Eye fish fingers, Dettol, Dorset Cereals muesli and the Old El Paso fajita dinner kit.
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As well as Tesco, Sainsbury’s was also offering deep discounts for members of its loyalty scheme. Nectar Prices helped shave £10.80 off Sainsbury’s total.
This left it on £82.64, which was 4.3% more expensive than Asda. Sainsbury’s was cheapest for eight lines and exclusively so for four.
Asda did slightly better than its target when it came to Morrisons. At £88.16, Morrisons was £9.08 more expensive – a difference of 10.3%. While Asda’s basket was 0.2% cheaper year on year, Morrisons was 6.7% more expensive than in July 2024.
With no cheapest products at all this week, Waitrose came in £22.79 more expensive than Asda. Like Morrisons, it was also 6.7% more expensive than a year ago.
Tesco was 2.5% cheaper and Sainsbury’s was down 4.1% – helping to bring down Inflation, which was running at 1.3% versus last year. Compared to last month, prices were down 1.9%.
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