Asda has recently reached a notable milestone by becoming cheaper than Aldi and Lidl for a basket of essential items. This marks the sixth time this year the supermarket has outpaced its budget competitors in price, with significant reductions on thousands of products.
According to Manchest Erevening News, the price cuts have seen Asda take the lead, offering lower prices on key grocery essentials. The changes come as part of Asda’s ongoing strategy to stay ahead in the competitive supermarket market.
Price Comparison Highlights Asda’s Price Leadership
In a comparison of basic grocery items like milk, bread, coffee, and meat, Asda’s basket total came to £12.71, outperforming the likes of Aldi (£12.75) and Lidl (£12.77). This price drop follows a series of price cuts introduced by the supermarket after the return of its Rollback promotions.
The price cuts come as part of Allan Leighton‘s leadership, having been appointed Asda’s executive chairman in November 2024. His leadership has focused on lowering prices across the board, with promises to continue reducing costs through 2025.
As Allan Leighton said :
Last week we signalled again our absolute commitment to lowering prices for customers and today we’re further delivering on that promise. By rolling back prices on thousands more products we’re making it even easier for our customers to save.
Nearly 10,000 products have now been rolled back and we will continue to invest in lowering prices across the rest of the year and beyond.
Under his guidance, Asda has turned around its pricing approach, going from one of the most expensive to the cheapest supermarket in several product categories.
Which? Comparison and Market Position
According to a Which? basket comparison for February 2025, Asda was the cheapest traditional supermarket, even when factoring in competitor loyalty prices.
Notably, Asda has reduced the prices of many big brands, including Philadelphia Soft Cheese (down by 44% from £2.08 to £1.16), Nestlé Munch Bunch (down by 34%), and Clover spread (down by 33%). These price reductions have helped solidify Asda’s position as a cost leader in the market.
Despite Asda’s price cuts, both Aldi and Lidl maintain that the comparison does not represent a full picture of the market.
Aldi emphasizes the quality of its products, particularly its Diplomat Red Label tea and coffee, which it claims are of a higher standard than those in the price comparison. Additionally, Aldi points out the size of its tins of beans, which are heavier than those of competing supermarkets.
Lidl, on the other hand, contests the meat comparison, highlighting that the lower-fat content in its meats is a key differentiator.
Other Supermarket Prices in Comparison
Beyond Asda, other supermarkets also continue to adjust their prices. Sainsbury’s priced the same basket at £13.03, while Morrisons came in at £13.18. Tesco remains the most expensive, with the same shopping list totaling £13.32.
The price fluctuation among these retailers shows the impact of changing market conditions and pricing strategies.
Asda’s pricing strategy of cutting prices on thousands of products, coupled with its ongoing Rollback promotions, could signal a new era of competitiveness in the UK grocery market.
While some competitors argue that the quality of the products and their size should also be considered in the price comparison, Asda remains confident in its approach, inviting customers to see the value firsthand.
Here are the key products in the comparison :
Asda
- Loaf of white bread 800g – 47p
- Milk 2 pints – £1.20
- Coffee 200g (2 x 100g) – £2
- Teabags 160 (4 x 40-pack) – £1.80
- Salted butter 250g – £1.99
- Beans 410g tin – 28p
- Chicken 300g – £2.28
- Mince 500g 20% fat – £2.69
- Total: £12.71
Aldi
- Loaf of white bread 800g – 47p
- Milk 2 pints – £1.20
- Coffee 200g – £1.99
- Teabags 160 – £1.85
- Salted butter 250g – £1.99
- Beans 420g tin – 27p
- Chicken 300g – £2.29
- Mince 500g 25% fat – £2.69
- Total: £12.75
Lidl
- Loaf of white bread 800g – 47p
- Milk 2 pints – £1.20
- Coffee 200g – £1.99
- Teabags 240 – £2.79 (equates to £1.86 for 160)
- Salted butter 250g – £1.99
- Beans 420g tin – 28p
- Chicken 300g – £2.29
- Mince 500g 25% fat – £2.69 (up from £2.59)
- Total: £12.77 (up from £12.67)
Sainsbury’s
- Loaf of white bread 800g – 47p
- Milk 2 pints – £1.20
- Coffee 200g – £1.98
- Teabags 160 – £1.85
- Salted butter 250g – £1.99
- Beans 400g tin – 26p
- Chicken 300g – £2.44 for 320g (equates to £2.29 for 300g)
- Mince 500g 20% fat – £2.99
- Total: £13.03
Morrisons
- Loaf of white bread 800g – 47p
- Milk 2 pints – £1.20
- Coffee (2 x 100g) – £2.30
- Teabags 160 (2 x 80-pack Savers) – £1.80
- Savers Salted butter 250g – £1.99
- Beans 410g tin – 26p (down from 27p)
- Chicken 300g – £2.65 for 330g (equates to £2.41 for 300g)
- Mince 500g 25% fat – £2.75
- Total: £13.18 (down from £13.19)
Tesco
- Loaf of white bread 800g – 47p
- Milk 2 pints – £1.20
- Coffee 200g (2 x 100g) – £2.30
- Teabags 160 (2 x 80-pack) – £1.80
- Salted butter 250g – £1.99
- Beans 420g tin – 28p
- Chicken 300g – £2.29
- Mince 500g 20% fat – £2.99
- Total: £13.32
This price breakdown highlights Asda’s position as the most competitive player in the UK grocery market, even surpassing its main rivals in certain categories.
