Promo Tracker: Ocado ramps up discounts in April
By Dean Best | 2 May 2012
Ocado stepped up the level of discounts it offered in April in a mixed month of promotional activity among UK retailers, according to the latest data from just-food's Promo Tracker.
Over 35.4% of lines sold by Ocado were on promotion in April, compared to 28.8% a month earlier, the Tracker, compiled in association with mysupermarket-insights.co.uk, said.
Tesco and Waitrose also sold more lines on offer last month. However, while the average saving per promotion increased at Tesco and Ocado, it fell at Waitrose.
Asda and Sainsbury's, meanwhile, offered less products on promotion in April, the Tracker showed.
The most-promoted category last month was yoghurt and milk drinks, in which 59.4% of lines were on offer.
Crisp brand Seabrook returned to the list of the top 20 most-promoted brands since August.
| Supermarket | Total number of SKUs | Number of Promos | % of all SKUs on promo | Average saving per promo |
|---|---|---|---|---|
| Tesco | 36176 | 14086 | 38.94 | £0.98 |
| Asda | 29096 | 6004 | 20.64 | £0.61 |
| Sainsbury's | 25183 | 8851 | 35.15 | £1.10 |
| Ocado | 20511 | 7267 | 35.43 | £1.25 |
| Waitrose | 22728 | 6492 | 28.56 | £0.99 |
| Category | PcntOfPromos | AvgSavingPerPromo |
|---|---|---|
| Yoghurt & Milk Drinks | 59.4 | £0.48 |
| Crisps | 55.5 | £0.57 |
| Yoghurts | 55.3 | £0.31 |
| Baby Food & Snacks | 51.43 | £0.22 |
| Frozen Vegetarian | 50.33 | £0.44 |
| Boxed Chocolates | 50.26 | £1.52 |
| Chilled Desserts | 49.04 | £0.27 |
| Frozen Pizza & Breads | 48.21 | £0.62 |
| Cooked, Prepared Meat & Poultry | 46.96 | £0.63 |
| Snack Meals | 45.82 | £0.29 |
| Pasta Sauce | 45.12 | £0.57 |
| Jam & Spreads | 43.43 | £0.84 |
| Tinned Pasta | 41.88 | £0.24 |
| Chocolate Biscuits | 37.47 | £0.6 |
| Cheese Snacks | 37.02 | £0.54 |
| Fruit | 36.96 | £0.57 |
| Sausages & Burgers | 35.49 | £0.56 |
| Deli Meat | 35.22 | £0.61 |
| Fresh Pizza & Chilled Bread | 34.59 | £0.75 |
| Packet Soup | 34.13 | £0.31 |
| Brands | PcntOfPromos | AvgSavingPerPromo |
|---|---|---|
| Reflets de France | 100.0 | £0.35 |
| Daylesford | 95.3 | £1.38 |
| Benecol | 91.1 | £0.53 |
| Actimel | 89.7 | £0.61 |
| Activia | 89.6 | £0.3 |
| Tilda | 84.3 | £0.67 |
| Muller | 84 | £0.32 |
| Seabrook | 75.3 | -£0.26 |
| Quaker | 74.3 | £0.34 |
| Plum Baby | 73.6 | £0.31 |
| Batchelors | 73.2 | £0.24 |
| Bassett's | 71.3 | £1.2 |
| Campbell's (Soup & Mixes) | 69.4 | £0.21 |
| Tyrrells | 68.9 | £0.53 |
| Rachel's | 67.9 | £0.25 |
| Dolmio | 66.4 | £0.5 |
| Tesco Italian | 66 | £0.4 |
| Walkers (Crisps, Snacks & Dips) | 65.9 | £0.56 |
| Hipp | 65.4 | £0.19 |
| Whitworths | 63.2 | £0.30 |
Sectors: Baby food, Bakery, Canned food, Cereal, Chilled foods, Condiments, dressings & sauces, Confectionery, Dairy, Fresh produce, Frozen, Ice cream, Meat & poultry, Natural & organic, Private label, Retail, Seafood, Snacks, World foods
Companies: Ocado, Tesco, Waitrose, Asda, Sainsbury’s, Muller
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