The Lords of the aisles
The UK’s biggest supermarkets seem to be engaged in vicious price wars, like their counterparts across Europe, in a bid to increase or maintain market share. The “Big Four” chains are Tesco with a market share of 29.8 percent, followed by Asda (owned by Wal-Mart) with 16.5 percent, Sainsbury’s with 15.8 percent and Morrisons with 11.8 percent as of April this year according to research group TNS. In this battle for market share there are no holds barred. Recently the Advertising Standards Authority ordered Asda to stop claiming to be the cheapest supermarket in the UK following a complaint by Tesco.
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