Asda crowned cheapest supermarket for seventh month in a row

Suban Abdulla
It is the seventh consecutive month the British grocery store has topped the list. Photo: Getty
It is the seventh consecutive month the British grocery store has topped the list. Photo: Getty

Asda has been named the cheapest supermarket overall, according to the costs of items from the Office for National Statistics’ consumer price index (CPI) “shopping basket” throughout November.

It is the seventh consecutive month the British grocery store has topped the list. Morrisons (MRW.L) followed closely, with a basket cost averaging just £5.16 ($7) more than Asda’s.

Meanwhile, Ocado (OCDO.L) has been crowned the most expensive with a basket that is £23.55 more expensive than Asda.

All supermarket basket totals have fallen in price this month, data from price tracking website Alertr — which analyses prices across seven of the largest supermarkets, shows.

The results are determined by tracking how each online retailer prices the 42 items outlined in the government’s consumer price index “shopping basket” on a week-by-week basis.

With discount retailers Lidl and Aldi not included due to the inability for customers to shop full ranges online and not having the same like-for-like branded products the other supermarkets stock.

Included within the list are items such as eggs, milk and bread, as well as non-perishables like pasta, rice and cereal.

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Alertr, also monitored own-brand items (or their equivalent) in the research to give the most unbiased comparison of goods and their prices, with the exception of branded items that all seven supermarkets stocked, for instance Coca-Cola (KO).

Pizza at Iceland (Dr. Oetker Ristorante Mozzarella Pizza 335g) went from £2.50 in week one to £1.00 in week two.

The study showed that more of the branded products fluctuate in price week after week, whereas more of the own-brand items stay the same. With own-brand breads staying the same prices across all the stores for the whole four weeks.

“Branded products are naturally more expensive so prices can vary, and this is why it is important for consumers to know when they are getting a good deal on the branded products,” the price tracking website said. Hartley’s jam (340g) was £1.25 for weeks one and two at Morrisons but dropped down to a £1.00 for weeks three and four.

Meanwhile, Morrisons prosecco (I Heart Prosecco 75cl) was £7 for three weeks and went up in price in week four to £8.50, whilst Iceland wine (Campo Viejo Rioja Tempranillo Red Wine 75cl) was £8 in week one and went down to £6.50 in week two, then remaining the same price.

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The full breakdown of each supermarket’s average basket costs, from lowest to highest over the four-week period in October, were as follows:

1. Asda - £106.59 (£21.57 less than last month)

2. Morrisons – £111.75 (£29.39 less than last month)

3. Iceland – £114.22 (£17.09 less than last month)

4. Tesco – £117.88 (£27.29 less than last month)

5. Sainsbury’s – £119.28 (13.56 less than last month)

6. Waitrose – £127.46 (£12.14 less than last month)

7. Ocado – £130.14 (£26.08 less than last month)

Andy Barr, co-founder of Alertr.co.uk, said: “Despite us removing the leg of lamb from tracking due to a lack of consistency in weights across the supermarkets, which would naturally decrease this month’s baskets across stores, there definitely seems to be some pricing wars as we reach the final push to Christmas.

“With everyone on the hunt for bargains to keep this year’s Christmas costs down, supermarkets have no choice but to lower their prices in order to compete. As we come out of lockdown, it will be interesting to see if prices go down even further, or if we see them rise.”

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