Asda cheaper than its big supermarket rivals, surveys say
Price cuts mean it's now beating Morrisons, Sainsbury's and Tesco.
An average food shop at Asda is currently up to 5% cheaper than at its major supermarket rivals Sainsbury's and Tesco, says the latest research by Morgan Stanley.
Its Alphawise Price Tracker looks at prices and promotions on a non-seasonal products from Tesco, Sainsbury’s, Asda and Morrisons.
And it found that the Asda basket is 5.1% cheaper than Tesco and 4.6% cheaper than Sainsbury’s. Sainsbury’s and Tesco baskets were within 1% of each other.
Morrisons is the most expensive, with an average basket costing 2.6% more than at Tesco.
Morgan Stanley said that before April Asda’s price lead had “faded”, with the larger chains within 2% of each other when 500 branded goods were compared. However, Asda has since introduced significant price cuts.
Asda's position as the cheapest major supermarket is supported by separate research from The Grocer magazine. The latest sample basket compiled by The Grocer at the start of the month found that a basket of 33 items at Asda cost £53.87, with Morrisons being the second cheapest at £56.17.
The Grocer 33 is a weekly mystery shopping survey carried out by the magazine, comparing a basket of 33 items at Asda, Morrisons, Sainsbury’s, Tesco and Waitrose.
However, neither survey looks at the so-called deep discounters Aldi and Lidl, which could be cheaper still.
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