Asda wasn’t spooked by our special Halloween-themed shopping list as it picked up a fifth Grocer 33 pricing win in a row.
At £66.86, Asda came in £4.21 cheaper than runner-up Morrisons. It offered the lowest price on 17 items this week, seven of which were exclusively cheapest. These included the long Bryant & May matches, tealights and finger rolls.
Morrisons offered the lowest price on eight lines, with four exclusively cheapest. These were the Freixenet prosecco, oranges, Herta frankfurters and the large pumpkin. The latter was just £1 – or shoppers could buy two for £1.50.
The £9 prosecco made a big difference for Morrisons which, following the completion of its sale to CD&R, returned to private ownership for the first time since 1967 this week. Its promotional price was £3 cheaper than all of its rivals.
Tesco came in £4.88 more expensive than Asda based on its shelf-edge prices. It offered the lowest price for 11 items but was only exclusively cheapest on the pumpkin carving set.
However, the UK’s biggest retailer became much more competitive after factoring in the impact of its Clubcard Prices initiative. Tesco loyalty cardholders would have received an instant discount of £3.54, moving it into second spot, just £1.34 more expensive than Asda.
Sainsbury’s took fourth spot. At £73.09, it was £6.23 more expensive than Asda. It offered the lowest price on 11 lines and was exclusively cheapest for the wholemeal loaf, chipolatas, Doritos dip and long-life milk.
Waitrose was cheaper than all of its rivals for the Butterkist popcorn, Dr Oetker pizza and Fever-Tree Italian blood orange soda. However, this wasn’t enough to stop it coming in significantly more expensive than the big four. It worked out £13.79 more expensive than Asda at £80.65.
The Grocer 33 is conducted in association with Assosia using its Price & Promotion Platform, which provides real-time analytics and powerful insights across all categories in grocery retail, based on online and in-store data. Already trusted by leading retailers and manufacturers, contact Assosia for a free demo Web www.assosia.com. Tel: 0345 880 2700 Email: services@assosia.com
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