Asda scraped a win in our weekly price comparison, but deep discounts by rivals denied the supermarket its goal of being 5% to 10% cheaper than full-range rivals.
Asda’s £71.47 basket had seven exclusively cheapest items including a 50p lead on Vanish stain remover, which it achieved without promotions, while a rollback on Dr Oetker pizza gave another boost. At £2.69, Asda’s discount total was the shallowest by far.
Worldpanel this week reported the share of spending on promotion had risen for the 39th month in a row to 30.4%, leaving Asda vulnerable to eye-catching deals elsewhere.
Indeed, Tesco came within just 74p of top spot, its £72.21 basket boasting seven exclusively cheapest items, including a clean sweep across the chicken madras, pilau rice and Geeta’s mango chutney. It also had a deep discount on Magnum Double ice creams, which were £1.74 cheaper than at Asda.
Tesco’s 10 price-cut promotions totalled £10.30, meaning its basket cost 2.4% less than last week and 6.8% less than a month ago – although it was 2.2% up year on year.
Sainsbury’s third-place finish was largely down to the timing of Dr Oetker promos. The SKU has been on a Nectar promotion for 24 weeks over the past year, but not this week – and with a base price of £3.50, that gap made the difference, pushing its £72.69 total £1.22 dearer than Asda. Sainsbury’s also had seven exclusively cheapest items and discounts of £10.40.
Morrisons (£75.87) was 6.2% pricier than Asda, though that gap narrows to 4.3% with its nine multibuy deals factored in. It had two exclusively cheapest items: Mr Kipling Bakewell slices and prosciutto cotto.
Waitrose (£86.20) was cheapest for turkey breast steak and Radox shower gel, but Asda undercut it by 17.1% overall.
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