The return of Asda’s ‘rollback’ price promotions received an early payback in the latest Grocer 33 price comparison.
Asda reintroduced the rollback at the end of January, with 4,000 products lowered in price as part of a significant investment by new boss Allan Leighton to reinvigorate sales.
In last week’s Super 33, featuring discounters Aldi and Lidl, it was well off the pace, in fifth place. But Asda’s £59.60 total was 96p cheaper than runner-up Tesco and it came in £2.09 (3.5%) cheaper year on year, aided by lower prices on the Alpro soya drink and sweet potatoes. Eight items were exclusively cheapest.
By contrast, Tesco was 9p (0.2%) more expensive versus February 2023. None of the items in its basket was exclusively cheapest with its Clubcard Prices discounts worth just £1.50 this week.
Morrisons was the only other retailer to see annual deflation, with its £62.10 basket £1.81 (2.9%) cheaper but still £2.50 more expensive than Asda. Morrisons was exclusively cheapest for five items, including the brioche burger buns and Philadelphia soft cheese.
Fourth-placed Sainsbury’s was 2.3% more expensive year on year, the biggest increase of any of the retailers we visited. At £64.12 it was £4.52 more expensive than Asda. Like Morrisons it was exclusively cheapest for five products, including the Old El Paso tortillas and the Pringles.
Waitrose was 1.8% more expensive than last February. It was well off the pace set by the traditional major supermarkets and came in £14.56 more expensive than Asda at £74.16. It matched the lowest price for just six items and none of its prices were exclusively cheapest.
No comments yet