Asda has introduced a new pricing pledge, offering lower prices on thousands of everyday items compared to Tesco, Sainsbury’s, and Morrisons loyalty card rates. Over 2,300 products at Asda are now priced lower than its competitors, including fresh meat, produce, chilled goods, core groceries, and bakery items.
During January, Asda customers will receive 10% cashback in their Asda Rewards Cashpot on all fresh produce purchases made in-store. Rachel Eyre, Asda’s Chief Customer Officer, noted the initiative aims to assist families post-Christmas who may be facing budget constraints. She emphasized Asda Price ensures affordability through consistent pricing accessible to all customers without requiring a loyalty card.
Following a challenging Christmas season, Asda’s market share dropped to 11.4% in the 12 weeks leading to December 28, as per data from Worldpanel analysts. Sales at Asda declined by 4.2%, marking the 22nd consecutive month of decreasing sales. In contrast, Tesco and Sainsbury’s attracted more shoppers during this period, widening the gap ahead of Asda.
Tesco recently announced a commitment to maintaining low prices on 3,000 branded products as part of its new Everyday Low Prices initiative. This move comes as part of the ongoing efforts by major supermarkets to appeal to cost-conscious consumers.
