Asda has introduced a new price guarantee, offering reduced prices on thousands of everyday items compared to Tesco, Sainsbury’s, and Morrisons loyalty card prices. With over 2,300 products now priced lower than its competitors, Asda includes fresh meat, produce, chilled goods, core groceries, and bakery items in this initiative.
Additionally, Asda is running a promotion throughout January where customers will receive 10% back in Asda Rewards Cashpot for all fresh produce purchases made in-store. Rachel Eyre, Chief Customer Officer at Asda, stated that the aim is to assist families in managing post-Christmas financial pressures by providing the best prices on frequently purchased items through Asda Price, a transparent pricing strategy available to all without the need for loyalty cards.
Following a challenging Christmas season, Asda experienced a decline in market share to 11.4% in the 12 weeks leading up to December 28, according to data from analysts Worldpanel. Sales fell by 4.2%, marking Asda as the only major supermarket to see a decrease in sales during the festive period, with December being the 22nd consecutive month of decline for the retailer.
Meanwhile, competitors Tesco and Sainsbury’s managed to attract more customers during the same period, widening the gap as the leading supermarkets in the UK. Tesco recently announced a commitment to maintaining low prices on 3,000 branded products as part of its new Everyday Low Prices campaign.
