Asda’s Fuel Prices Soar, Making it the UK’s Priciest Supermarket

FuelRecent analysis reveals Asda has become the priciest supermarket for fuel in the UK. Traditionally known for low fuel prices, Asda now charges more than competitors Tesco, Morrisons, and Sainsbury’s by an average of 2.1p per liter for petrol and 2.5p per liter for diesel. The RAC attributes this shift to changes in Asda’s pricing strategy following its acquisition by the Issa brothers and TDR Capital in 2021.

Fuel Background and Analysis

For years, Asda led the market with the cheapest fuel, frequently initiating price cuts. However, since its acquisition and subsequent merger with EG Group, there has been a significant shift. The Competition and Markets Authority (CMA) noted in 2023 that Asda’s target fuel margin had tripled compared to 2019, contradicting previous commitments to maintain competitive pricing.

Current Market Conditions

RAC’s recent analysis highlights the slow response of fuel prices at Asda to wholesale cost reductions. While the average UK petrol price dropped by 2.4p per liter in the last month, diesel prices decreased by 4.5p per litre. Despite these declines, Asda’s prices remain higher than those of other major supermarkets and some independent retailers.

RAC’s Stance

RAC’s senior policy officer, Rod Dennis, criticized the slow rate at which price reductions are passed to consumers, likening it to a “rocket and feather” effect—quick to rise and slow to fall. Dennis emphasized that this sluggish price adjustment means drivers are not benefiting as much as they should from falling wholesale costs.


Asda’s response to this mounting pressure remains a subject of keen interest. Will the retail giant adjust its pricing policies to align with consumer expectations, or is this a harbinger of broader shifts in the retail landscape? Only time will tell how Asda navigates this challenging terrain and whether it can reclaim its status as a beacon of affordability in the UK supermarket scene.

The ramifications of Asda’s pricing predicament extend beyond mere inconvenience for consumers. With fuel prices influencing inflation rates and consumer spending habits, the ripple effects are felt throughout the economy. Businesses reliant on transportation face increased operational costs, while households grapple with budgetary constraints.

Market Impact and Future Projections

Asda’s new pricing strategy may affect its market position, potentially driving consumers to competitors offering lower prices. The long-term impact on Asda’s customer loyalty and market share remains to be seen, but the current trend suggests a need for a reevaluation of its fuel pricing approach to stay competitive.


Asda’s shift from being a market leader in fuel affordability to becoming the most expensive supermarket for fuel marks a significant change in the UK retail fuel market. This development highlights the broader implications of corporate acquisitions on pricing strategies and consumer costs. Moving forward, Asda’s ability to balance profitability with competitive pricing will be crucial in maintaining its market position and consumer trust.

For more detailed information, you can read the full articles on Wales Online, The Guardian, Telegraph and Argus, and Birmingham Mail.

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