It's Britain's second biggest supermarket chain with more than a 1000 stores and it's new figures show struggling household budgets and the impact on shopping trends.
There's been a 3.1% slip in Sainsbury's shop sales - they say that’s caused by unusual factors like this years later timing of Easter and Mothers day.
Own brands are up, now reaching 51% of sales - in part as people seek value.
Clothing up 23% for menswear - with the squeeze on finances any snootiness about supermarket bought fashion seems to be falling away.
Last week another of the big four grocers, Morrison's, said increasing competition from discounters like Aldi and Lidl would spark a price war.
Sainsbury's says its more of a skirmish - but the supermarket's boss Justin King says trends have changed as we now shop more like our grandparents and are shopping around much more.
And just when you thought supermarkets must surely have reached saturation point - more and more have opened - 13 new ones and 91 convenience stores over the last year from Sainsbury's alone - they've been opening around two new stores a week.