Quality over price may be the way to go for supermarkets

It would seem that Sainsburys are doing well and have, according to some figures, performed the best out of the big four supermarkets.
It has been reported that Sainsbury’s, over the last year, saw a sales fall of just 0.1 per cent. This, alongside the fact that Tesco’s share price has dropped by 44 per cent, Morrisons’ by 31 per cent, and Sainsburys’ by 18 per cent, indicates that Sainsbury’s is doing well (if “doing well” counts for “has lost the least”).
Sainsbury’s have also performed well according to the magazine The Grocer. In the weekly chart of the price of an average basket of groceries by the magazine, Sainsbury’s have finally been named the cheapest.
For the first time in almost a year, Sainsbury’s have come top, with a basket that was £2.22 cheaper than their most expensive rival, Tesco, scoring at £56.40.
Morrisons scored £56.88, Asda £56.91, and Tesco £58.52.
With such a tight price range, however, can it be long until the stores start to turn to warring with quality and taste over price?
Lidl have moved their advertisement to a focus on premium quality, already being widely classed as a discounter, and are therefore proving that they can supply both cheap and tasty products. When price differences become so narrow as to be insubstantial, the big four stores may have to follow in the discounter’s footsteps.
Supermarkets are still not in the clear, and therefore neither are the suppliers.