With seven weeks to go, Asda notched its 15th win in the Grocer 33 price comparison survey competition to move six clear of nearest rival Sainsbury’s.
Asda’s no-strings-attached total of £81.26 was cheaper than nearest rival Morrisons by £2.38 (2.8%), with Sainsbury’s (4.4%) and Tesco (5.8%) also trailing in its wake despite their various loyalty price promotions.
It was a victory built on an inflation-busting basket that was 2.5% cheaper year on year, with nine items exclusively cheapest, including the blueberries, lemon curd, pineapple chunks, portobello mushrooms and Sharwood’s naans. The £5.18 savings on the six price-only promotions were enough to offset 11 price increases.
But actually Morrisons lowered prices the most: its £83.64 total was 4.6% cheaper in a basket featuring 16 promotions, though only five were straight price cuts. It was cheapest on six items, including the Dove body wash, Highland spring water and olives.
Sainsbury’s £85.03 basket was also cheaper year on year (by 1.2%) and offered £4.77 in savings (–5.6%) via its Nectar Prices loyalty scheme. But while there were plenty of price-only deals, including strong savings on the Hobnobs, king prawns and pilau rice, they weren’t enough to challenge Asda’s prices. And all nine items coming off promotion were introduced at a higher price.
Tesco has vowed to go toe-to-toe with Asda in any price war. But there was little evidence here. Despite savings of £5.45 (–6.3%) it ran only six promotions and its £86.24 total was 3.9% more expensive year on year. It was also 2.2% dearer than this time last month. What’s more, only four items were exclusively cheapest: the Tyrrells crisps, Pot Noodle. Dairylea spread and Colman’s mustard.
Waitrose was well off the pace. Asda was 14.9% cheaper than the £95.45 Waitrose mustered and it was cheapest on just two items, neither of them exclusively so.
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