Waitrose has implemented a price reduction strategy on more than 160 own-brand products, allocating £20 million to assist customers in saving money. The price cuts, averaging 12%, are effective immediately, with select items receiving reductions exceeding 25%.
Among the discounted items are essential products such as free-range eggs, onions, chicken thighs, apples, frozen peas, chickpeas, and chopped tomatoes. Notably, nearly half (47%) of the reduced prices pertain to the Essential Waitrose range. This initiative marks the ninth round of New Lower Prices since 2023, bringing Waitrose’s total investment to £162.5 million across over 1,000 products.
While these reductions offer savings, customers are encouraged to compare prices across different retailers to ensure they are getting the best deals available. Nathan Ansell, Chief Customer Officer at Waitrose, emphasized the importance of providing quality products at affordable prices to meet customer expectations.
Savings are applicable to a wide range of categories including fresh and frozen foods, pantry staples, and household essentials, both in-store and online at Waitrose. In other supermarket news, grocery price inflation has slightly decelerated amid mounting concerns over the Middle East crisis. According to data from Worldpanel by Numerator, supermarket prices in May were 3.1% higher year-on-year, a decrease from 3.8% in April and 4.3% in March.
Consumers have been relying on promotional offers to manage costs, with 30.3% of sales involving deals last month, up from 28.4% a year ago. Meanwhile, spending on full-priced items has seen minimal growth, increasing by only 0.1%.