The UK’s big four supermarkets Tesco, Asda, Sainsbury’s and Morrisons have begun a price war aimed not only at competing with each other but no doubt the growing power of German discounters Aldi & Lidl who now have a 12.8% market share according to data from Kantar Worldpanel
Tesco, who is celebrating its centenary remains the countries biggest grocer, with a market share bugger than Asda & Morrisons combined has indicated it will cut the price of hundreds of products this month – by over 50% in some cases.
On Monday, Morrisons said it would reduce the price of 935 products, including tinned goods & cereals while Sainsbury has already started its New Year price promotion.
