Morrisons falls at final pricing hurdle before Christmas

Bidding war heats up at Morrisons with new £7bn bid by CD&R
DiscountersFinanceSupermarkets

Morrisons has fallen behind in the final cheapest supermarket rankings from Which? before Christmas.

The retailer, rarely near the top in the consumer platform’s analysis of 23-item baskets, has fallen from fifth to seventh within a month.

Aldi maintained its winning streak with £24.64, while Lidl once again came second on £25.51.

Asda (£25.57) was the only supermarket to see a price dip since the last survey, suggesting an aggressive stance to draw Christmas shoppers.

READ MORE: Morrisons to hit net zero across own operations by 2035

Tesco (£28.87) surged from sixth to fourth with a modest increase of 23p.

Sainsbury’s (£29.62) and Ocado (£30.18) lagged behind, while Waitrose brought up the rear with £34.79 – 41 per cent more than Aldi.

However, there was better news for Morrisons in the analysis of 72-item trolleys.

It took bronze with £147.28, behind Sainsbury’s (£140.96) and Asda (£136.31), which continued its 23-month winning streak.

Tesco (£148.68) has pushed past Ocado (£153.27) since last month, but a strong performance from Big 4 rivals denied it a podium position.

Waitrose, 15 per cent pricier than Asda, came last with £157.13.

The second analysis did not include Aldi or Lidl because it considered a higher number of branded products.

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Morrisons falls at final pricing hurdle before Christmas

Bidding war heats up at Morrisons with new £7bn bid by CD&R

Morrisons has fallen behind in the final cheapest supermarket rankings from Which? before Christmas.

The retailer, rarely near the top in the consumer platform’s analysis of 23-item baskets, has fallen from fifth to seventh within a month.

Aldi maintained its winning streak with £24.64, while Lidl once again came second on £25.51.

Asda (£25.57) was the only supermarket to see a price dip since the last survey, suggesting an aggressive stance to draw Christmas shoppers.

READ MORE: Morrisons to hit net zero across own operations by 2035

Tesco (£28.87) surged from sixth to fourth with a modest increase of 23p.

Sainsbury’s (£29.62) and Ocado (£30.18) lagged behind, while Waitrose brought up the rear with £34.79 – 41 per cent more than Aldi.

However, there was better news for Morrisons in the analysis of 72-item trolleys.

It took bronze with £147.28, behind Sainsbury’s (£140.96) and Asda (£136.31), which continued its 23-month winning streak.

Tesco (£148.68) has pushed past Ocado (£153.27) since last month, but a strong performance from Big 4 rivals denied it a podium position.

Waitrose, 15 per cent pricier than Asda, came last with £157.13.

The second analysis did not include Aldi or Lidl because it considered a higher number of branded products.

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