20 | The Grocer | 13 January 2018 Get the full story at thegrocer.co.uk
analysis the grocer 33
Ronan Hegarty
Aldi ends Asda’s
winning run – but
the gap is closing
A
sda’s 12-week Grocer
33 winning streak
finally came to an end
this week as guest retailer Aldi
claimed a decisive victory.
Aldi’s £32.96 total was £4.52
cheaper than Asda as it offered
the lowest price for 28 of the
33 items on our list. Of these,
25 were exclusively cheapest.
However the defeat won’t be
too disheartening for Asda as
it offered further evidence that
it is closing the price gap to the
discounters.
Aldi was 12.1% cheaper than
Asda this week, compared with
a 15.2% margin when Aldi last
featured back in August. This
echoes the pre-Christmas find-
ings by analysts Bernstein, who
found Asda had closed the price
gap to Aldi and Lidl to as little
as 6%.
The renewed focus on pric-
ing at Asda also looks to be
playing well with shoppers as
the Walmart-owned retailer’s
recovery continues. According
to the latest grocery market
Average price Warburtons wholemeal loaf, medium, 800gTesco Warburtons wholemeal loaf, medium, 800g
Morrisons Warburtons wholemeal loaf, medium, 800g
Waitrose Warburtons wholemeal loaf, medium, 800g
Aldi Warburtons wholemeal loaf, medium, 800g
Sainsbury’s Warburtons wholemeal loaf, medium, 800g
Asda Warburtons wholemeal loaf, medium, 800g
PRICE
£1.16
CHANGE YOY
£0.03
CHANGE YOY
2.8%Average: £1.43
YoY: 2p (1.6%)
Weeks on offer: 12Average: £1.43
Yo Y: 4 (3.2%)
Weeks on offer: 5Average: £1.03
Yo Y: 3p (2.6%)
Weeks on offer: 0Average: £1.03
Yo Y: 3p (2.5%)
Weeks on offer: 0Average: £1.02
Yo Y: 2p (2.3%)
Weeks on offer: 0Average: £1.05
YoY: 5p (5.0%)
Weeks on offer: 13share figures released by Kantar
Worldpanel this week, Asda’s
sales were up 2.2% for the 12
weeks to 31 December.
Asda was almost £4 cheaper
than its nearest big four rival
Tesco this week – though this
wasn’t enough of a gap to pre-
vent its Price Guarantee kick-
ing in, entitling our shopper to a
voucher worth 66p.
With a basket costing £41.22,
Tesco was £8.26 more expen-
sive than Aldi, representing a
difference of 20%. Tesco’s Brand
Guarantee failed to signifi-
cantly bridge the gap to Asda
either, with our shopper receiv-
ing an instant discount of just
11p in this own-label dominated
selection.
In fourth spot, Morrisons’
shop was 21.5% more expen-
sive than Aldi at £42, while
Sainsbury’s £42.24 total left it
22% behind. Waitrose was 25%
more expensive than Aldi at
£43.92. However it was gener-
ally more competitive, coming
in just £2.70 more expensive
t ha n Te s co.Aldi was 12.1% cheaper than Asda, compared with 15.2% in August 2017
Price & Promo History
The Grocer 33 was compiled on 6 January 2018 by BrandView.com. Trusted by major fmcg manufacturers and
retailers, the website is the UK’s largest online market intelligence tool for price and promotional tracking
and analysis. Learn more and sign up for a 14-day free trial at http://www.BrandView.com. Tel: 0844 357 9970
£1.45£1.05
£1.0052 W/E 6 JANUARY 201852 W/E 6 JANUARY 201852 W/E 6 JANUARY 201852 W/E 6 JANUARY 201852 W/E 6 JANUARY 201852 W/E 6 JANUARY 201852 W/E 6 JANUARY 2018£1.11 £1.19£1.19£1.00£1.37£1.20£1.45£1.00£1.05£1.00 £1.05