Promo Tracker: Grocers again lower level of promotions

By just-food.com | 8 February 2011

Danone's Actimel was the most promoted product during January

Tesco, Asda, Sainsbury's and Ocado lowered the number of products they sell on promotion in January, according to the latest data from just-food's Promo Tracker.

Each of the four retailers measured by the Tracker, compiled exclusively by mysupermarket-insights.co.uk, sold less products on promotion than they did in December. It was the second month in a row that the four grocers had reduced promotional levels; in December, they also sold fewer items at a discount compared to November.

Nevertheless, there were signs that Asda's promotions in January were deeper than in December. In January, consumers could make an average saving per promotion of GBP1.05 (US$1.69). In December, the average saving was GBP0.65.

Danone's Actimel, yoghurt brand Muller and dairy products brand Benecol were the three most-promoted brands in January, the Tracker data showed. Smoothie and juice brand Innocent and Premier Foods plc's ethnic cuisine brand Sharwood's made up the top five.

Supermarket	Total number of SKUs	Number of Promos	% of all SKUs on promo	Average saving per promo
Tesco	30116	7325	24.32	£0.89
Asda	22592	4118	18.23	£1.05
Sainsbury's	26343	5098	19.35	£0.56
Ocado	19645	2090	10.64	£0.94

Category	% of all SKUs on promo	Average saving per promo
Yoghurts	46.12	£0.29
Frozen Pizza & Breads	45.41	£0.57
Snack Meals	45.38	£0.22
Chilled Desserts	42.37	£0.24
Crisps	36.85	£0.44
Cooked, Prepared Meat & Poultry	35.99	£0.65
Frozen Ready Meals	35.4	£0.48
Baby Food & Snacks	34.44	£0.24
Frozen Vegetarian	32.24	£0.32
Sausages & Burgers	31.96	£0.51
Packet Soup	29.76	£0.23
Boxed Chocolates	29.23	£1.18
Frozen Fish & Seafood	29.17	£1.04
Fruit	27.25	£0.64
Fresh Pizza & Chilled Bread	27.09	£0.57
Pasta Sauce	27.01	£0.39
Tinned Pasta	26.98	£0.18

Brand	% of all SKUs on promo	Average saving per promo
Actimel	88.9	£0.85
Muller	81.9	£0.31
Benecol	79.2	£0.41
Innocent	72	£0.47
Sharwood's	67	£0.45
Batchelors	64.8	£0.25
Activia	63.6	£0.33
Uncle Ben's	63.6	£0.5
Rachel's	61.2	£0.16
Walkers (Crisps, Snacks & Dips)	57.9	£0.47
Bassett's	55.9	£1.18
Hartley's	52.2	£0.17
Bernard Matthews	51.8	£0.45
Quaker	50.5	£0.42
Pringles	50	£0.71
Young's (Chilled & Frozen)	48.9	£1.1
Homepride	48.2	£0.4

Sectors: Canned food, Cereal, Condiments, dressings & sauces, Dairy, Dried foods, Retail, World foods

Companies: Asda, Tesco, Sainsbury’s, Ocado, Sharwood, Danone, Premier Foods plc, Pringles, Young’s

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