Promo Tracker: Grocers again lower level of promotions

By just-food.com | 8 February 2011

Danones Actimel was the most promoted product during January

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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