Sainsbury’s bagged its second Grocer 33 pricing win in the past five weeks as it offered huge benefits to its loyalty scheme members.
Shoppers with a Nectar card received a discount of £14.85 as Sainsbury’s was running Nectar Prices on a dozen of the items on our shopping list. This reduced Sainsbury’s total to £63.55 and made it £2.77 cheaper than runner-up Morrisons.
Sainsbury’s offered the lowest price for 14 items and was exclusively cheapest for six including the Diet Coke, Dolmio bolognese sauce and the Nescafé Azera coffee. The deep discounts also meant Sainsbury’s was 7.6% cheaper than this time last year.
At £66.32, Morrisons was cheapest for 11 items and exclusively so for the Tofoo Co tofu, Cif cleaner and Colgate toothpaste. It was also the retailer with the most deals this week. But of its 18 promotions only 10 were straight discounts, alongside seven multibuys and one offer of extra loyalty points. Despite its deals, Morrisons was just 0.2% cheaper year on year.
Tesco, meanwhile, did not offer the same level of loyalty discounts. Its Clubcard members saved £6.68, which took its total down to £69.25, which was £5.70 more expensive than Sainsbury’s.
As to Asda not only did it not meet executive chairman Allan Leighton’s target of undercutting its main rivals by 5%-10%, it had to settle for fourth spot as it came in £5.85 more expensive than Sainsbury’s. And with just five price-cutting deals, Asda was 10.5% more expensive year on year.
Waitrose was also struggling to keep a lid on inflation as it came in 6.8% more expensive than a year ago. Despite offering the lowest price for six items, of which three were exclusively cheapest, the upmarket retailer was fully £13.86 more expensive than Sainsbury’s.
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