Morrisons cuts prices to “fend off” foreign bidders, says analysts

Supermarket giant Morrisons is making aggressive price cuts to try to win back customers.

The claim comes from Kantar data analysed by Barclays.

It’s suggested that 46.2 per cent of Morrisons’ revenue in the 12 weeks to August came from discounted items.

The figure compares to a sector average of 32.3 per cent.

Morrisons was 5.3 per cent above any other retailer.

It’s thought Britain’s fourth biggest supermarket might be vulnerable to a foreign takeover as a slump in its share price and a weak pound continue to dog the business.

Also, German rivals Aldi and Lidl and putting pressure on all the supermarkets.

James Anstead, of Barclays, suggested Morrisons’ decision to deploy selected promotions was either “a very clever promotional strategy or an unsustainable approach”.

A spokesman for Morrisons – which is set to report its first-half results on Thursday – said:

“We remain focused on becoming more competitive, and that has involved a mixture of price reductions as well as promotions.”

It disputes Kantar’s figures.



About the Author

Philip Braund spent 16 years at the Daily Mirror as a reporter and news editor before moving to ITV. He was the series producer of the ground-breaking investigation programme The Cook Report, Managing Editor at ITV's Millbank Studios, and Head of News at ITV Central. He has won national and regional Royal Television Society awards for documentaries.

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