Asda has secured a hat-trick of wins as its price-led strategy starts to show signs of paying off.
Asda was the best performing big four supermarket, with sales up 8% for the 12 weeks to 18 April according to latest grocery market share figures released by Kantar this week.
At £58.50, Asda came in £2.29 cheaper than its nearest rival, offering the lowest price for 15 products, and was exclusively cheapest for nine, including the flaked almonds, potato salad, Colgate mouthwash and Fanta Zero.
Runner-up Morrisons offered the lowest price on a dozen lines and was exclusively cheapest on half of these. Morrisons undercut its rivals on products including the diced beef, wholemeal loaf, Del Monte fruit cocktail and Pringles.
Sainsbury’s claimed the battle for third place, edging out Tesco by 40p. At £62 it carried the lowest price for eight lines and was exclusively cheapest for six, including the asparagus, chicken drumsticks and Ecover laundry detergent.
Tesco was £3.90 more expensive than Asda based on its shelf-edge prices but these did not tell the whole story. The UK’s biggest retailer was also offering its loyalty scheme members a discount of £3.74 via its Clubcard Prices initiative. This was largely down to a promotion on the Ecover that meant Clubcard holders could buy it for £6 instead of £9.
Having factored in all deals – including multibuys – Tesco’s total would have come down to £58.66, just 16p more expensive than the equivalent adjusted price at Asda.
Waitrose offered the lowest price for three products this week and was only exclusively cheapest on the four-pack of pears. The retailer came in £12.22 more expensive than Asda at £70.72. In a week of few promos, Waitrose had the highest number of deals, with seven.