Iceland made it three wins in its past three guest appearances in the Grocer 33, despite recent evidence Asda has been closing the price gap to the discounters.
It was a two-horse race this week, with Iceland and Asda the only contenders. At £59.42 Iceland pipped Asda to the post by 63p. There is often little to choose between the two rivals - while Iceland won in its past two guest slots, it lost out to Asda on the two previous occasions. And while Asda might have expected to emerge victorious again, having dominated its traditional rivals recently and losing to Lidl by just 3.3% three weeks ago, largely cheaper prices for branded lines won it for the discounter.
Iceland offered the lowest price for 16 lines, with six exclusively cheapest. Of these six, five were brands. By contrast, Asda was cheapest for 15 lines, exclusively so for nine. Of these nine, only three were branded products, with the others a mix of own-brand and fresh items.
In third place, Sainsbury’s £63.47 total was £4.05 behind Iceland. Morrisons was a further 90p more at £64.37, making it just under a fiver more expensive than Iceland.
Morrisons did lead the way on promotions this week with 11 deals. Asda was just behind on 10, followed by Tesco with nine, Iceland with eight, Waitrose with seven and Sainsbury’s with just five offers.
Tesco was down in fifth place this week. It was £6.14 more expensive than Iceland at £65.56. Tesco offered the lowest price for six items and was exclusively cheapest for the Dr Oetker pizza and Peperami minis but was toppy on items like the Ribena (see right) and peanut butter.
There were no exclusively cheapest products at Waitrose this week as the upmarket retailer came in £13.66 more expensive than Iceland at £73.08.
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