Asda Named Cheapest UK Supermarket

Mon, 15 Jun 2009
 
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Asda have beaten its rivals to the title of Britain’s cheapest supermarket for the 12th year in a row, a new study has revealed.

A survey compiled by trade magazine The Grocer found that a basket of 33 everyday goods at the UK’s second biggest supermarket chain cost an average £52.96 - £1.34 less than at second-placed Morrisons .

Tesco came third with a basket of £54.80, followed by Sainsburys (£55.87) and Waitrose (£62.47).

Asda’s low-price success was attributed to everyday low costs and a clear pricing strategy.

Asda spokesman Darren Blackhurst said: "We have over 7,000 products at £1, and the pound coin is highly visible through our stores.

"We're the biggest pound shop in the UK," he added.

However, the Wal-Mart owned retailer didn’t fare so well in the best service and availability categories, which were awarded to rival Morrisons .

Nearly 98 per cent of Morrisons’ groceries were on shelves week in, week out, according to the survey.

Waitrose was second on service, boasting the fastest checkout time, while Sainsbury's was runner-up on availability.

Adam Leyland, editor of The Grocer magazine, said: "Asda was the runaway winner in the price award, and the most exciting race, despite all the price promotions out there at the moment was for service and availability."

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