Asda beats Tesco, Sainsbury’s and other rivals to retain major pricing award

Back-to-back Grocer 33 price award winner
Lowest-priced basket in 29 of 50 independent surveys (Jul25-June26)
Best value available for everyone – no loyalty card, no catch

Asda has been crowned the UK's best value full-range supermarket for the second year in a row by independent industry benchmark The Grocer 33.

Over the 12-month assessment period, Asda outperformed competitors base and loyalty card prices by offering the most affordable basket more often than any other retailer, winning the weekly survey 29 times out of 50 since July 2025, underscoring its focus on everyday low prices.

The Grocer 33, published by The Grocer trade magazine, is one of the UK's leading independent measures of supermarket value, tracking the cost of a basket of 33 everyday grocery items each week.

This year's award is the first to encompass a full twelve-months following Asda relaunching Rollback and Asda Price in early 2025 – to date more than half of all products in its range have been moved to their new Asda Price, ensuring customers are guaranteed to find great value without having to rely on a loyalty card.

Rachel Eyre, Chief Customer Officer at Asda, said: “This is exactly what our customers expect from us – and it matters just as much now as it ever has. When budgets are tight, people want to know they’re getting real value every time they shop with us. That’s why we work hard to keep prices low and make great value accessible to everyone, without the need for a loyalty card. Winning the Grocer 33 award for Price two years in a row shows we’re doing the right thing – keeping shopping simple, putting customers first, and delivering outstanding value week in, week out.”

The award win comes as Asda picked up another independent prize comparison win this week, scooping the Which? branded shop comparison for the 5th month in a row – further highlighting that Asda is cheaper than competitor loyalty schemes and base prices on the nation's most popular brands.

T&Cs: The Grocer 33 Price Award 2026. The Grocer 33 pricing survey compares 33 selected products each week from Asda, Tesco, Sainsbury’s, Morrisons and Waitrose. Asda provided the cheapest price in 29 of the 50 weeks that The Grocer magazine ran the price comparison survey. Survey from July 2025 - July 2026. For verification see ASDA.com/verification