Sainsbury’s bagged its first Grocer 33 pricing win in almost two years in our Easter-themed shop.
After running Asda close last time, Sainsbury’s was comfortably ahead this week in its first victory since May 2020, with its £64.52 basket £2.48 cheaper than runner-up Morrisons for our Easter-themed shop.
Sainsbury’s victory was driven by 10 price-only deals, more than any of its rivals. Waitrose had the most promotions overall with 13 but six were multibuys. Sainsbury’s offered the lowest price for 16 products and was exclusively cheapest for five – the Aussie shampoo, berry medley, the candle, Chantenay carrots and the Taylors of Harrogate coffee.
The discounts helped mitigate Sainsbury’s against inflation, with its overall shopping bill flat compared with last April. Meanwhile, Asda’s prices were 7.1% higher than a year ago, Morrisons was up 4.8%, Tesco 6.1% and Waitrose 4.3%. Inflation across all five retailers was 4.5% year on year.
Morrisons’ second place largely came courtesy of its keen pricing for the half leg of lamb. It also carried the exclusively cheapest price for the baby new potatoes and hot cross buns.
Asda found itself in the unusual position of coming third, despite offering the lowest price for 17 products with eight of these exclusively cheapest. It came in £3.41 more expensive than Sainsbury’s, with its pricing on the lamb an outlier.
As it was at Tesco – almost a tenner dearer than Sainsbury’s at £73.87. And even factoring in its Clubcard Prices initiative would still have cost £4.88 more. Its only exclusively cheapest item was the broccoli.
Waitrose was exclusively cheapest for the apple crumble, Innocent orange juice and Kerrygold butter. However, overall it was £13.02 pricier than Sainsbury’s at £77.54.
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