Asda took its winning run in the Grocer 33 to five weeks as it trounced rivals by more than a tenner.
The Walmart-owned retailer recorded yet another dominant victory despite the presence this week of guest retailer Iceland.
Asda’s £67.51 total was £10.08 cheaper than the frozen food specialist. Asda offered the lowest price for 20 items, with nine exclusively cheapest. Six of these were own brand or fresh lines, including the beef rump steak, braeburn apples and pitta bread, while just three were branded - the Flora, Lurpak and Knorr stock pot.
Based on the past few weeks, Asda appears to be ramping up its promotional activity and that pattern continued here with considerably more activity than any of its rivals. Of the 33 items, 20 were on deal. There were 14 price-only offers and six multibuys.
Iceland, by contrast, had 15 offers, with just five price reductions and the remaining 10 multibuys. Tesco and Morrisons were carrying 14 deals each, Sainsbury’s nine and Waitrose eight.
This was by far Iceland’s heaviest defeat by Asda in any of its guest slots. The margin was somewhat but by no means entirely skewed by a £4 difference between its £19 price for the Absolut vodka and Asda’s £15. Iceland only offered the lowest price for eight products, of which only the Fox’s biscuits was exclusively cheapest.
Tesco, Sainsbury’s and Waitrose were selling the vodka for £20, partly explaining the big price gap this week. Morrisons, however, which came in fifth, £10.71 more expensive than Asda at £78.22, was actually also charging £15.
There was just 63p covering Iceland. Sainsbury’s, Tesco and Morrisons this week. Meanwhile, Waitrose was a long way off the pace again on £88.46, £20.95 more expensive than Asda.
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