Asda eased to a sixth consecutive Grocer 33 pricing win this week, despite more price increases (nine) than its rivals.
At £59.81 the Leeds-based retailer came in £4.32 cheaper than runner-up Tesco. This was a winning margin of 6.7% for what was primarily a list of own-label staples.
Asda offered the lowest price for 24 lines and was exclusively cheapest for 13 products, including the ground coffee, kitchen towel and strawberries. It was also exclusively cheapest on the Colgate toothpaste.
Tesco was cheapest for 11 lines and exclusively cheapest for two – the bake-at-home baguettes and red wine vinegar. A key part of Tesco’s strategy to close the price gap to Asda has been its special offers for its loyalty scheme members. However, Clubcard Prices tend to be mainly applied to branded lines and as such this initiative had little impact this week. There was only one such deal this week – 64p off the breaded ham. This would have taken Tesco’s total down to £63.49, still £3.38 pricier than Asda.
Sainsbury’s took third spot. At £64.56 it was £4.75 more expensive than Asda. As with Tesco, it was cheapest for 11 products and exclusively so for two. These were the fish pie mix and grated mozzarella.
Fourth placed Morrisons was £7.54 more expensive than Asda at £67.35, despite running the most promotions, with eight deals compared with Asda’s six, Waitrose’s four, Sainsbury’s two and Tesco’s one.
Its basket was also notable for being 6.7% more expensive year on year– more than any of its rivals. Waitrose was 5.7% more expensive, Tesco 4.2%, Asda 3.4% and Sainsbury’s just 1.4% higher than February 2021.
The weighting towards value-based own label products also exposed Waitrose, which came in £17.18 dearer than Asda at £76.99.
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