According to recent analysis, Asda has been identified as the most expensive fuel retailer in Britain.
The RAC reported that Asda petrol prices at the end of May were on average 2.1 pence per liter higher than rival supermarkets Tesco, Morrisons and Sainsbury's. The difference was even greater for diesel, with a difference of 2.5 pence per litre.
Historically, Asda has been known for offering the cheapest fuel among British supermarkets, often leading the way in cutting pump prices. However, the supermarket's pricing strategy appears to have changed following its acquisition by billionaire Issa Brothers and private equity firm TDR Capital in 2021.
In May last year, Asda bought the British and Irish operations of petrol station giant EG Group, also owned by the Issa brothers. At the time, Mohsin Issa claimed the acquisition would allow Asda to expand its “highly competitive fuel” offering to more customers.
However, a Competition and Markets Authority (CMA) report from July last year found that Asda's target fuel margin – the difference between the purchase price of fuel and the price at the pump – would be three times as high in 2023 as in 2019 .
Despite this, Gary Lindsay, director of TDR Capital, told the Commons Business and Trade Committee in January that Asda had “no specific strategy to increase the price of fuel or make greater profits on fuel.”
The shift in Asda's fuel pricing strategy has attracted attention and concern, given Asda's previous reputation for affordability. This development could impact customer perception and loyalty, as well as competitive dynamics among UK supermarket fuel retailers.
