Two of the UK’s biggest supermarket chains – Asda and Lidl – have announced major price cuts this week, intensifying the battle for value as shoppers head into the costly Christmas period.
Asda revealed on Tuesday (7 October) that it has reduced prices on 956 family-favourite grocery lines, with an average reduction of 6 per cent and some cuts of over 30 per cent. The discounts span everyday essentials including tea, pasta, sauces and household staples, both in-store and online.
Yorkshire Tea (240 pack) now costs £5, down from £6.32, while Asda’s Chicken Tikka Masala (392g) has been reduced from £2.40 to £1.57. The retailer has also trimmed prices across its ‘Free From’ range, with 49 products cut by up to 15 per cent in a move to make allergy-friendly items more affordable.
The supermarket said the reductions form part of its ongoing ‘Asda Price’ commitment and aim to ease financial pressure on families as the latest Asda Income Tracker shows low-income households still facing a £74 weekly shortfall between income and essential spending.
Rachel Eyre, Asda’s Chief Customer Officer, said: “We understand the pressure families are under from rising living costs and we’re stepping up our support as we enter an expensive time of year. We’re cutting prices on the everyday products they rely on the most, helping them bring down their food bills and get even more value every time they shop with us.”
Meanwhile, Lidl GB has announced a £250 million investment in cutting prices across its stores, extending its ongoing mission to deliver the “lowest possible prices”. The discounter said it has already reduced prices on more than 1,000 products this year, with the latest investment designed to give shoppers additional savings in the run-up to Christmas.
The move comes as Lidl cements its reputation for value, and its loyalty scheme, Lidl Plus, continues to attract customers with exclusive weekly coupons, bakery treats and percentage-off rewards for regular spending.
Richard Bourns, Chief Commercial Officer at Lidl GB, said: “We’re committed to providing our customers with the best value every single day. Everyone should have access to healthy affordable food, which is why we’re ensuring the lowest prices in the market and bringing more Lidl stores to communities across the country.”
The dual announcements from Asda and Lidl underline the ongoing price pressure facing the wider grocery sector. For independent convenience retailers, the fresh wave of supermarket discounting adds to an already competitive landscape, where shoppers’ value expectations continue to rise even as operational costs remain elevated.
As inflation persists and household budgets stay tight, value-driven campaigns from the multiples are likely to shape consumer behaviour well into the new year – and raise the stakes for local stores seeking to retain price-sensitive shoppers.