Promo Tracker: Sainsbury's intensifies promo activity
By Dean Best | 2 June 2011
Sainsbury's, the UK's third-largest grocer, heightened its promotional activity during May, according to the latest just-food Promo Tracker.
The retailer increased the number of promotions in its stores from over 6,500 in April to over 8,200 in May. The jump meant that the proportion of SKUs on promotion at Sainsbury's outlets rose from 28.1% in April to 34.8% in May.
Asda, the UK's number two retailer, also upped the number of products sold at a discount in May. The increase meant Wal-Mart Stores' UK arm sold 23.1% of its SKUS on promotion in May, up from 22.9% in April.
Tesco and Ocado - the two other retailers measured by the Promo Tracker, which is developed in conjunction with mysupermarket-insights.co.uk - cut the number of promotions they ran in May.
Frozen pizza and bread was the most-promoted category, with 54.4% of SKUs on promotion. The second and third most-promoted categories were yoghurt and yoghurt and milk drinks respectively, which led to Danone's Activia and Actimel brands being the two most-promoted brands in May.
In terms of brands, Muller yoghurt was third, followed by Campbell's soup in fourth and baby food brand Plum Baby in fifth.
| Supermarket | Total number of SKUs | Number of Promos | % of all SKUs on promo | Average saving per promo |
|---|---|---|---|---|
| Tesco | 33023 | 11955 | 36.2 | £1 |
| Asda | 28907 | 6687 | 23.13 | £0.56 |
| Sainsbury's | 23810 | 8281 | 34.78 | £1.15 |
| Ocado | 20825 | 4830 | 23.19 | £1.04 |
| Category | % of all SKUs on promo | Average saving per promo |
|---|---|---|
| Frozen Pizza & Breads | 54.43 | £0.53 |
| Yogurts | 53.53 | £0.27 |
| Yogurt & Milk Drinks | 52.48 | £0.48 |
| Chilled Desserts | 49.28 | £0.28 |
| Chocolate Biscuits | 49.2 | £0.51 |
| Baby Food & Snacks | 48.79 | £0.22 |
| Frozen Vegetarian | 48.4 | £0.49 |
| Crisps | 43.97 | £0.49 |
| Cooked, Prepared Meat & Poultry | 42.28 | £0.54 |
| Ice Cream | 42.11 | £0.79 |
| Sausages & Burgers | 39.78 | £0.52 |
| Fresh Pizza & Chilled Bread | 38.99 | £0.59 |
| Fresh Herbs | 37.5 | £0.24 |
| Fruit | 35.95 | £0.71 |
| Snack Meals | 35.92 | £0.25 |
| Biscuits | 35.77 | £0.49 |
| Tinned Pasta | 34.74 | £0.15 |
| Packet Soup | 34.55 | £0.22 |
| Frozen Ready Meals | 34 | £0.48 |
| Crackers | 32.95 | £0.36 |
| Brand | % of all SKUs on promo | Average saving per promo |
|---|---|---|
| Actimel | 95 | £0.56 |
| Activia | 83.2 | £0.19 |
| Muller | 81.6 | £0.38 |
| Campbell's (Soup & Mixes) | 76.7 | £0.25 |
| Plum Baby | 72.6 | £0.45 |
| Pringles | 72.5 | £0.8 |
| Gü | 72.4 | £0.93 |
| Ben & Jerry's | 70.3 | £1.5 |
| Tilda | 64.2 | £0.69 |
| Bassett's | 63.9 | £1.33 |
| Walkers (Crisps, Snacks & Dips) | 63.3 | £0.4 |
| Pot Noodle | 59.7 | £0.35 |
| Fox's (Biscuits) | 59.5 | £0.52 |
| McVitie's | 59.1 | £0.5 |
| Rachel's | 58.5 | £0.22 |
| Pizza Express | 57.6 | £0.73 |
| Tesco Italian | 56.6 | £0.42 |
| Hipp | 55.9 | £0.24 |
| Alpro Soya | 54.9 | £0.34 |
| Wall's (Ice Cream) | 54.9 | £0.86 |
Sectors: Baby food, Bakery, Canned food, Cereal, Chilled foods, Condiments, dressings & sauces, Confectionery, Dairy, Dried foods, Frozen, Ice cream, Meat & poultry, Natural & organic, Private label, Retail, Seafood, Snacks, World foods
Companies: Sainsbury’s, Tesco, Asda, Ocado, Muller, Wal-Mart Stores, Danone, Pringles
View next/previous articles
2 Jun 2011 -
Currently reading -
Promo Tracker: Sainsbury's intensifies promo activity
2 Jun 2011 -
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...
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...
UK Food & Grocery Retailers 2010
Expenditure growth is set to rise by just 3.4% to £124.0bn in 2010, the slowest rate of growth in sector since 2006 and we forecast subdued growth in the coming years comparative to its recent performance. It will become increasingly important for re...
Related articles
Editor's choice: the highlights on just-food last week
Global retail dominated our headlines this week, not least with the news that India has decided to ease the rules on foreign investment in the sector. In Europe, Ahold outlined its new strategy, rival Dutch retailer Jumbo snapped up local player C1000 and analysts reflected on the new CEO at Metro Group. Elsewhere, the turmoil surrounding US snack maker Diamond Foods widened when it emerged that a director had been found dead.
INDIA: New FDI laws split Indian parliament
An executive decision by India's cabinet to ease laws on foreign direct investment (FDI) in the country's retail market was met with opposition from large sections of the parliament.
UK: Premier Foods appoints Moran as CFO
UK food manufacturer Premier Foods plc has today (25 November) appointed Mark Moran as its CFO.
There are currently no comments on this article
Be the first to comment on this article