Supermarket cuts prices to claim cheapest title in UK
- The Manchester Evening News has been comparing prices of essential goods across six major UK supermarkets since March 2022.
- Morrisons has recently been named the cheapest supermarket, with a basket price of £11.95, primarily due to a significant price cut on chicken breasts.
- This shift in pricing dynamics illustrates the competitive nature of the supermarket industry and the impact of customer feedback on pricing strategies.
Since March 2022, The Manchester Evening News has conducted weekly price comparisons of a basket of essential goods across six major UK supermarkets: Aldi, Lidl, Morrisons, Asda, Sainsbury's, and Tesco. Recently, Morrisons, which had previously been labeled as the most expensive supermarket, has emerged as the cheapest, with a basket price of £11.95, marking a significant drop from £12.31. This change is largely attributed to a 15% reduction in the price of chicken breasts, which are now the lowest on the market at Morrisons. The price comparison includes eight everyday items such as mince, chicken, milk, bread, coffee, tea bags, butter, and beans. While the comparison is unofficial and often disputed by supermarkets, it provides a snapshot of pricing trends. Morrisons' price cut has allowed it to surpass competitors like Aldi and Lidl, which are now priced at £12.03 and £12.12, respectively. In contrast, Asda, Sainsbury's, and Tesco follow closely behind with prices of £12.55, £12.56, and £12.71. The MEN's findings indicate that this is the first time the average basket price at Morrisons has dipped below £12 in a considerable period, highlighting a shift in pricing strategies among supermarkets. The competitive landscape of UK supermarkets continues to evolve, with price adjustments reflecting customer demand and market pressures. Morrisons' recent price cuts may be a response to previous criticisms regarding price hikes, indicating a potential shift towards more customer-friendly pricing strategies in the future.