TESCO and Morrisons have slashed the price of hundreds of cupboard essentials in a bid to win back customers who've switched to discounters.
Aldi and Lidl now have 14.1 per cent of the market share between them, according to recent figures by Kantar, leaving the Big Four desperately trying to entice shoppers back.
Tesco has launched the third phase of its centenary discounts and slashed the price of hundreds of cupboard essentials including coffee, washing powder and ready meals.
Clubcard holders can also bag exclusive discounts from today as part of the promotion.
Kantar figures analysed by Barclays also found that 46.2 per cent of Morrisons sales over the summer came from discounted products, reports the Daily Mail.
Even though Morrisons doesn't agree with these figures, the research suggested that it slashed prices more than any other supermarket by 5.3 per cent.
We've taken a closer look at some of the discounts on offer to see if they really are good value for money.
Tesco has cut the price of Nescafé Azera Cappuccino Instant Coffee 96g in half to £1.49, down from £2.99, making it cheaper than any other supermarket.
A kilogram bag of McCain's extra chunky home chips is also the cheapest to buy at Tesco, where they are half price at £1.45.
Surf tropical lily washing powder 2.6kg has 20 per cent knocked off the bill and it now costs £6.40.
We actually found a better deal on this washing powder at Sainsbury's, where a bigger box weighing 2.9kg costs just £5.50.
Morrisons has cut the prices of Napolina chopped tomatoes to just 50p a can down from £1.
It makes the tins as cheap as they are in a multi pack of four which typically costs £2.
The retailer has also halved the price of a 12 pack of Quavers to £1.50, although you can buy them for the same price at Tesco and Ocado.
Morrisons's own brand mini chicken fillets is also on offer for £2.10 for 300g down from £2.40.
You'll be saving 30p in the deal but you can actually buy cheaper chicken elsewhere.
Sainsbury's is selling 320g worth of mini chicken fillets for £2, so you'll be saving 10p and getting more for your money.
Here's how to cut the cost of your grocery shop
SAVING on your shop can make a big difference to your wallet. Here are some tips from Hannah Maundrell, editor of Money.co.uk, about how you can cut the cost of your shopping bills:
- Write yourself a list – Only buy items that you need. If it isn’t on your list, don’t put it in the trolley
- Create a budget – Work out a weekly budget for your food shopping
- Never shop hungry – you are far more likely to buy more food if your tummy is rumbling
- Don’t buy pre-chopped veggies or fruit – The extra they’ll charge for chopping can be eye watering
- Use social media – follow your favourite retailers to find out about the latest deals
- Be disloyal – You may want to go to different stores to find the best bargains
- Check the small print – It’s always worth checking the price per kg/lb/litre when comparing offers so you’re making a like for like decision as a bigger box won’t necessarily mean you get more
- Use your loyalty cards – Don’t be afraid to sign up to them all. They all work slightly differently – work out what bonus suits you better and remember to trade in your points for additional rewards
Make sure that you don't get sucked into the deals by checking prices on comparison site MySupermarket before parting with your cash because you might be able to get the products cheaper elsewhere.
Of course, you can always save even more money by downshifting to own-brand products to cut the cost of your grocery bills.
The discounts at Tesco hit shelves today and will last until October 2 – with more deals due to be announced as the promotional period continues.
All food offers are available to order online but you'll need to visit your nearest store to pick up deals on homeware and technology.
Since the retailer closed down the Tesco Direct side of the business, these ranges are only available in branch so you can't order them online.
Stock may vary depending on the branch so it's probably best to call up ahead to find out what's in stock before heading out to avoid disappointment.
You can find your nearest store using the locator tool here.
Alternatively, you can shop discounts at Morrisons online and in store. You can find your nearest branch here.
With regards to the research by Kantar and Barclays, Morrisons told the Daily Mail: "We remain focused on becoming more competitive, and that has involved a mixture of price reductions as well as promotions."
It also says the figures incorrectly class price cuts as promotions. The Sun has contacted Morrisons for comment.
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