Asda batted away its rivals once again in this week’s Grocer 33 pricing survey. Its £76.04 total was 22.9% cheaper than guest retailer M&S, 8.6% cheaper than Sainsbury’s, 5.8% cheaper than Tesco, and 4.2% ahead of Morrisons.
In a basket dominated by own-label products, Asda was cheapest on 18 lines and exclusively cheapest for 15, including the frozen potato wedges, honey and chocolate milk.
Asda won despite the biggest annual price rises in this week’s basket, which cost 5.9% more than a year ago. Roast chicken drumsticks, for example, increased by 17% from £2.38 to £2.79, while others’ prices remained flat at £3.50. Tinned salmon is up from £2.80 to £3.18 while others held prices flat – but is still exclusively cheapest at Asda.
Its more recent efforts on price were in evidence. It had the highest number of price promotions and 4.8% monthly deflation.
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A More Card promotion on Whispering Angel, the most expensive item in this week’s basket, helped Morrisons (£79.41) into second place. Morrisons’ monthly deflation was the strongest this week, with a basket that cost £4.55 less. And with eight multibuy promos, Morrisons’ basket is the cheapest if bulk buy discounts are factored in. On a pro-rata basis its basket would have cost £75.37 – 67p cheaper than Asda.
Tesco (£80.70) offered three exclusively cheapest lines this week including a Clubcard promotion on strawberries, while Sainsbury’s (£83.24) had two.
A full comparable basket of M&S products replaced Waitrose this week. M&S managed to price-match just one product – the own-label malted milk biscuits. It also recorded the biggest price rises, with prices up 8.9% year on year to £98.68.
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