Britain’s supermarket giants are in a battle over prices for electrical goods . The price of a kitchen toaster has been slashed to £4.44 in the wake of the new rivalry which has switched from food to electrical foods in a bid to increase market share .
The big ‘three’, Tesco, ASDA and Sainsbury have all drastically reduced the prices of toasters .
Cheap electrical kitchenware is now the biggest sector for price cutting among the the supermarket giants, according to trade magazine, The Grocer, with high street retailers likely to be the losers.
The Grocer said, “You can have your toast and eat it. If you shop at Tesco, ASDA and Sainsbury that is where the price of a two slice electrical toaster has fallen below the £5 mark.”
“Competition between the major multiples in the cheap electric kitchenware sector has never been so fierce.”
Other electrical goods that have fallen in price are steam irons, DVD players, and stainless steel kettles, which can be bought for as little as £14.47.
Tesco and ASDA have both put the price of DVD players down to £17.84.
The Grocer continued, “While ASDA and Tesco continue to lead in price, Morrisons and Sainsbury’s are working hard to bridge the gap.”
The trade magazine’s latest report on price index shows that ASDA have again claimed top spot for having the cheapest 33 item, non food, shopping basket .
Managing director of Verdict Research, Richard Hyman, added, “Food retailing is not just about food any more. It is about selling anything and everything at the best price.
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