Shares in focus: Who to back in the supermarket wars

Morrisons has declared a price war on its supermarket rivals. Will there be any winners, and who should you back? Phil Oakley investigates.

Beware they're all cheap for a reason, says Phil Oakley.

Supermarket group Morrisons is in big trouble, but it only really has itself to blame. Customers who were flocking to its stores five years ago to buy good-quality fresh food and pick up a few bargains along the way have decided to go elsewhere.

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Swipe to scroll horizontally
Tesco28.7%29.6%
Asda17.5%17.8%
Sainsbury17%17%
Morrisons11.1%11.8%
Co-op6.1%6.2%
Waitrose5%4.9%
Aldi4.3%3.3%
Lidl3.2%2.8%
Swipe to scroll horizontally
Morrisons20811.826.56%0.901.297.64%
Sainsbury's314.59.655.66%0.951.839.90%
Tesco301.3910.464.91%1.291.9512.31%
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Phil spent 13 years as an investment analyst for both stockbroking and fund management companies.

 

After graduating with a MSc in International Banking, Economics & Finance from Liverpool Business School in 1996, Phil went to work for BWD Rensburg, a Liverpool based investment manager. In 2001, he joined ABN AMRO as a transport analyst. After a brief spell as a food retail analyst, he spent five years with ABN's very successful UK Smaller Companies team where he covered engineering, transport and support services stocks.

 

In 2007, Phil joined Halbis Capital Management as a European equities analyst. He began writing for MoneyWeek in 2010.