Deep promotions helped Morrisons offer the cheapest basket in the final mystery shop of this Grocer 33 year.
Its £72.39 total included eight promotions, and a clear lead on some of the more expensive items, including Birds Eye chicken pies and This sausages.
Morrisons had 16 promotions in total, leading the pack across both price reductions and multibuy promos. Its discounts offered shoppers savings of 9.8% on its base prices.
Just 30p behind Morrisons this week was Asda on £72.69.
It offered 13 exclusively cheapest items – well ahead of Morrisons’ seven – including an RTD can of Absolut & Sprite, dauphinoise potatoes and Kellogg’s Coco Pops cereal bars.
However, if the basket was pro-rated to add in multibuy discounts, Morrisons would have had a 6.4% lead over Asda.
The winning Morrisons basket was 4.7% cheaper than third-placed Sainsbury’s, which came in at £75.96. The Holborn-based supermarket was exclusively cheapest on the muffins and Müller Rice.
Meanwhile, fourth-placed Tesco came in at £76.66. Tesco’s custard slices were the cheapest, while Clubcard Prices gave it two additional exclusively cheapest products: the Schär loaf and Oreo Ice Cream Mini Sandwiches.
The priciest basket was Waitrose at £82.79. It sold the cheapest Alpro coconut drink and Marigold gloves.
Last week, ONS figures showed chocolate prices had risen by a record 17.7% in the year to May. Drinking chocolate is not immune. With a 14% rise, Cadbury’s powder had the joint biggest annual increase in our basket this week (see right), together with the This sausages.
A total of 17 items in our basket were cheaper this year than last, led by dauphinoise potatoes (–13%) and Nivea moisturiser (–11%).
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