In a price war, the collateral damage is a boost to living standards

A good few months could be on the horizon for anyone who does a weekly shop at the supermarket. After yet another dismal set of results, Morrisons has announced plans to slash a range of prices to try and win back some of the customers it’s lost to the
fast-expanding discount chains.

In response, Tesco has already beefed up its promotions, and it is under pressure from its shareholders to make deeper price cuts to hang on to its leading market position.

Sainsbury’s will not be far behind. Who knows, at this rate even Waitrose will be flogging off three bottles of [...]

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