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Morrisons’ Price Cut Analysis

morrisons_cheaper

In a further round of price cuts, Morrisons have reduced 132 everyday products online. We have looked into the impact of this by analysing Morrisons’ online grocery shop, morrisons.com.

On Morrisons Online the average base price of the 132 products since the start of the year have reduced by 13 percent.

Morrisons Announce Further Price Cuts

In total 45 categories have been included in the 132 everyday products included in the campaign. With 19 products, the Yogurts category has the most price changes, while Chocolate, Frozen Potatoes and Tinned fish all have eight price changes. Single price changes have occurred in 21 categories.

Categories Covered by Morrisons' Price Drop

Using products that have been stocked across all the Top 4 consistently since the beginning of 2014, we have compared 39 products over the last six months.

Morrisons began the year as the cheapest retailer, whereas Asda can now make that claim for the 39 products reviewed – despite the former’s recent price drop.

Looking at the average price across the 39 products since last week, Morrisons has reduced its price by 39p.

According to the Office for National Statistics, food prices across the sector have fallen by 0.6 percent and Morrisons said it was ‘an important contributor’ to easing the pressure on household budgets.

Morrisons chief executive Dalton Philips said: ‘This is another major price reduction programme. We are making a real difference to the cost of the weekly family shop by reducing prices on products that our customers use regularly. These are permanent price cuts, not promotions, and they won’t be the last.’

Average Base Price of Products Matched Across Top 4

Download the spreadsheet of Morrisons’ Price Cuts

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