Morrisons claimed its second Grocer 33 pricing victory in a row - and for the second week running it was an alcohol promotion that made all the difference.
Last week the retailer’s discount on Casillero del Diablo wine helped it seal the win, while this week it all came down to Diageo’s Cîroc vodka.
Morrisons’ £91.91 total was £3.94 cheaper than Sainsbury’s, which grabbed a surprise second place this week. However, a £30 offer price for the Cîroc - compared with its regular price of £37 - was a fiver cheaper than Sainsbury’s was selling the premium vodka.
Third-placed Asda was selling the Cîroc for £38. The £8 difference with Morrisons was also significant as its £99.28 total was £7.37 more expensive than this week’s winner.
Asda actually offered the cheapest prices for more lines than any of its rivals this week. It was cheapest for 18 of the items on our list compared with Morrisons’ 14 and 10 for Sainsbury’s. However, it was still forced to dish out a voucher worth £5.59 to our mystery shopper via the Asda Price Guarantee scheme.
Price matching also proved costly for Tesco this week. Our mystery shopper had a hefty £8.50 wiped off her bill at the checkout because of Brand Guarantee. This reduced Tesco’s total to £96.33, and had our shopper been able to buy the KP cashews and Shreddies granola it would have been further reduced to £95.36. This would have been good enough for second place, but still £3.45 more expensive than Morrisons.
As it is also our quarterly Online Grocer 33 this week, our guest retailer was Ocado. The online supermarket grabbed fifth spot, though it was £14.65 more expensive than Morrisons, while Waitrose was even further adrift with a £109.35 total, which was £17.44 dearer than Morrisons’ basket.
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