Asda has emerged as the weakest performer among all major British supermarkets, with sales falling at a time when most rivals are seeing growth. This downturn places significant pressure on the retailer as the Christmas period approaches—a make-or-break window for the sector.
The decline highlights several challenges. Asda has struggled to keep pace with discounters on price perception, while also failing to match the customer experience improvements seen in its full-service rivals. Many shoppers appear to be trading either down to discounters or up to more quality-oriented chains, leaving Asda squeezed in the middle.
Despite efforts to revitalise its offer through new price cuts and a strengthened emphasis on value, the supermarket has yet to reverse its downward momentum. Its immediate priority will be stabilising customer confidence and ensuring strong availability and competitive pricing during the crucial holiday weeks ahead.