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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