Promo Tracker: Chocolate jumps to most promoted category

By Katy Askew | 5 April 2012

Over 56.9% of boxed chocolates on sale at Tesco, Asda, Sainsbury's, Waitrose and Ocado were on promotion last month

Boxed chocolates leap-frogged into pole position as the most heavily promoted category in March, according to the latest just-food Promo Tracker.

Over 56.9% of boxed chocolates on sale at Tesco, Asda, Sainsbury's, Waitrose and Ocado were on promotion last month, data compiled by mysupermarket-insights.co.uk showed.

There was a spike in promotional activity in the category during the period, coinciding with increased chocolate sales due to Mothering Sunday, which fell on 18 March. In the prior month, boxed chocolate was only the ninth most heavily promoted category, with 41.01% of sales made on promotion.

While there was an upsurge in the number of promotional offers on boxed chocolates, the size of the discounts remained relatively flat month-on-month. Average savings per promotion totalled GBP1.52 (US$2.40) in March, compared to average savings of GBP1.53 in April.

Sainsbury's was the most promotional retailer in March, with 41.35% of total SKUs sold on promotion during the period. This represents a month-on-month increase of 8.23 percentage points from February, when 33.12% of SKUs sold were on promotion.

Brands

Brand	PcntOfPromos	AvgSavingPerPromo
Reflets de France	100	0.35
Daylesford	98.5	1.37
Actimel	97.3	0.7
Pringles	90.9	1.03
Benecol	90	0.53
Activia	88.5	0.29
Muller	82.9	0.49
Doritos	80.4	0.48
Tilda	74.5	0.71
Seeds of Change	74.3	0.52
Batchelors	73.8	0.21
Quaker	73.6	0.31
Rachel's	69.6	0.22
Green & Black's	69.3	1.08
Tyrrells	64.7	0.67
Bassett's	64.1	1.27
Ainsley Harriott	63.5	0.37
Tesco Italian	62.9	0.42
KP	59.9	0.59
Cow & Gate	59.4	0.24

Category

Category	PcntOfPromos	AvgSavingPerPromo
Boxed Chocolates	56.9	1.52
Yogurts	56.09	0.34
Yogurt & Milk Drinks	54.9	0.53
Frozen Vegetarian	54.05	0.49
Crisps	53.8	0.6
Chilled Desserts	53.57	0.34
Frozen Pizza & Breads	52.52	0.56
Baby Food & Snacks	51.88	0.25
Jam & Spreads	48.22	0.8
Snack Meals	44.09	0.21
Pasta Sauce	43.69	0.5
Cooked, Prepared Meat & Poultry	43.39	0.63
Frozen Ready Meals	41.41	0.43
Fresh Soup	41.09	0.53
Tinned Pasta	40.94	0.19
Chocolate Biscuits	38.64	0.56
Sausages & Burgers	37.97	0.53
Packet Soup	37.11	0.26
Porridge & Muesli	36.52	0.45
Stock, Sauce Mix & Gravy	34.97	0.36

Supermarkets

Supermarket	Total number of SKUs	Number of Promos	% of all SKUs on promo	Average saving per promo
Tesco	36067	13882	38.49	£0.96
Asda	28797	7170	24.9	£0.64
Sainsbury's	24925	10307	41.35	£1.14
Ocado	20086	5777	28.76	£1.09
Waitrose	22823	5829	25.54	£1.1

Sectors: Baby food, Bakery, Canned food, Cereal, Chilled foods, Commodities & ingredients, Condiments, dressings & sauces, Confectionery, Dairy, Dried foods, Fresh produce, Frozen, Health & wellness, Ice cream, Meat & poultry, Natural & organic, Private label, Retail, Seafood, Snacks, World foods

Companies: Sainsbury’s, Tesco, Asda, Ocado, Waitrose, Pringles, Muller

View next/previous articles

10 Apr 2012 -

Editor's choice: the highlights on just-food this week

5 Apr 2012 -

In the spotlight: Kraft's North American grocery unit

Currently reading -

Promo Tracker: Chocolate jumps to most promoted category

5 Apr 2012 -

UK: Usdaw, Unite accept Unilever pension deal

5 Apr 2012 -

INDIA: Food industry faces labelling laws for health claims

There are currently no comments on this article

Be the first to comment on this article

Related research

UK Customer Insight 2011: Sainsbury - Food

UK Customer Insights 2011 are based around individual retailers and provide a highly detailed, data-rich overview of a retailer's customers, drawing on a nationwide survey of 6,000 shoppers each year. Discover the profile of the core shopper for Sain...

Sainsbury's Food & Grocery | Customer Insight

UK Customer Insights 2012 provide a comprehensive analysis of a retailer's customer profile, looking at demographics and spending motivations. The consumer data which makes up each profile is captured through a nationwide survey of 6,000 shoppers....

UK Food & Grocery Retailers 2011

This report provides analysis of expenditure trends, market dynamics and the outlook for the sector in addition to market and category sizes, growth trends, market shares and detailed profiles on the leading players, including key operating statistic...