Best of 2025: Asda v Morrisons – Who’s winning the race to recovery?

Asda and Morrisons are going head-to-head on who can win back shoppers and boost profits amidst stiff competition from the rest of the sector.
The pair have seen their market shares – as well as sales and profit – sink over the last couple of years as consumers head elsewhere for their weekly grocery shops.
Morrisons narrowly avoided being overtaken in the grocery league tables for the second time in three years earlier this month, with rival Lidl following closely behind as it picks