Waitrose has initiated a price reduction strategy on more than 160 own-brand products, allocating a £20 million investment to aid consumers in saving money. The price cuts, averaging 12% starting today, include substantial reductions of over 25% on certain everyday items like free-range eggs, onions, chicken thighs, apples, frozen peas, chickpeas, and chopped tomatoes.

Nearly half (47%) of the discounted items belong to the Essential Waitrose range. This action signifies the ninth wave of price reductions since 2023, culminating in Waitrose’s total investment reaching £162.5 million across a selection of over 1,000 products.

Despite these reductions, customers are advised to compare prices across different retailers to ensure the best deals, as lower prices at Waitrose do not guarantee the lowest prices available.

Nathan Ansell, Chief Customer Officer at Waitrose, emphasized the importance of maintaining product quality while helping customers save on their essential purchases. The investment aims to support customers in managing their expenses without compromising on the quality they associate with Waitrose’s offerings.

The cost savings are applicable across various categories such as fresh and frozen foods, pantry staples, and household goods, both in physical Waitrose stores and online.

In other supermarket news, the rate of grocery price inflation has decelerated this month as shoppers brace for potential impacts from the Middle East crisis. Prices in supermarkets were 3.1% higher than a year ago in May, a decrease from 3.8% in April and 4.3% in March, based on data from Worldpanel by Numerator.

Consumers have increasingly relied on promotions to manage their expenses, with 30.3% of sales involving promotional deals last month, up from 28.4% during the same period last year. Meanwhile, spending on full-price items experienced marginal growth, increasing by only 0.1%.

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