Asda bagged a second Grocer 33 win in the space of three weeks – proof that while most of its Rollbacks are still short-lived it is more competitive.
Asda’s £76.12 total was £1.81 cheaper than runner-up Tesco. But while no doubt happy with the win, Asda’s margin of victory was not within executive chairman Allan Leighton’s 5% to 10% target. Asda was just 2.3% cheaper than Tesco despite offering the lowest price for 17 items and coming in exclusively cheapest for 10, including the Punk IPA, Nutella, orange juice and Oxo stock cubes (see right).
Tesco was cheapest for 12 items and exclusively so for five, including the asparagus, Mini Babybels and Soreen malt loaf. Clubcard Prices had little impact as promos featured on just four lines and saved £2.50.
Tesco’s total was also 3.3% more expensive than April 2024, while Asda prices rose just 1.3% year on year.
Asda did hit Leighton’s sweet spot when it came to Morrisons and Sainsbury’s. Third-placed Morrisons was £4.62 more expensive than Asda at £80.74: a difference of 5.7% compared with its Yorkshire rival. It was also 6.9% cheaper than Sainsbury’s, with a £81.77 total.
Post-Easter, this was a week that did not feature many promotions. Only three items at Sainsbury’s had special Nectar Prices. Sainsbury’s loyalty members saved a total of £2.60.
Waitrose won the battle of the upmarket shops, despite being well off the pace compared with Asda, failing to match the lowest price for any item. At £89.38 it was £13.26 more expensive than Asda. However, it avoided last place this week as it was £1.91 cheaper than M&S on Ocado.
M&S on Ocado was cheapest for four items and exclusively so for the organic milk, but it was adrift on a number of others, including the chocolate puds, orange juice and prawns.
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