Sainsbury’s intensified its promotional activity in November, according to the latest data from the just-food Promo Tracker.
The UK’s third-largest retailer offered more deals last month – the only grocer of the four measured by the Tracker to do so, according to data compiled in association with mysupermarket-insights.co.uk.
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The percentage of SKUs on promotion at Sainsbury’s also increased from 35.2% in October to 38.6% last month.
Asda, the UK’s second-largest grocer, ran less promotions in November, although the percentage of lines on offer inched up from 22.55% to 22.56%.
The retailer with the highest percentage of SKUs on offer was Tesco, at 40.3%.
Among the brands, the Reflets de France range sold by Ocado in tandem with Carrefour was offered completely on promotion in November – as was Danone’s probiotic drink Actimel. The top three most-promoted brands was identical to October, with Tesco’s Goodness For Kids baby food range in third.
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By GlobalDataCampbell Soup Co.’s eponymous soup brand – sold in the UK through a venture with Symington’s – returned to the top five for the first time since June. Snacks brand Pringles made the top five for the first time since February.
For Promo Tracker data from previous months click here.
| Supermarket | Total number of SKUs | Number of Promos | % of all SKUs on promo | Average saving per promo |
|---|---|---|---|---|
| Tesco | 37683 | 15189 | 40.31 | £0.87 |
| Asda | 28579 | 6448 | 22.56 | £0.65 |
| Sainsbury’s | 24296 | 9367 | 38.55 | £1.16 |
| Ocado | 19095 | 6037 | 31.62 | £0.95 |
| Brand | PcntOfPromos | AvgSavingPerPromo |
|---|---|---|
| Reflets de France | 100 | £0.35 |
| Actimel | 100 | £0.54 |
| Tesco Goodness for Kids | 96.7 | £0.32 |
| Campbell’s (Soup & Mixes) | 91.9 | £0.24 |
| Pringles | 91.4 | £1.18 |
| Activia | 90.4 | £0.32 |
| Muller | 86.1 | £0.39 |
| Lindt | 81.7 | £0.85 |
| Kettle | 79.3 | £0.5 |
| New Covent Garden Food Co. | 78.9 | £0.59 |
| Laverstoke Park Farm | 77 | £0.53 |
| Tesco Italian | 76.9 | £0.34 |
| Batchelors | 74.7 | £0.2 |
| Quaker | 73.5 | £0.39 |
| Bassett’s | 71.7 | £1.42 |
| Sharwood’s | 70.7 | £0.39 |
| Walkers (Crisps, Snacks & Dips) | 70 | £0.44 |
| Tilda | 68.3 | £0.64 |
| Colman’s | 66.3 | £0.35 |
| Whitworths | 65.5 | £0.33 |
| Category | PcntOfPromos | AvgSavingPerPromo |
|---|---|---|
| Yogurt & Milk Drinks | 59.17 | £0.51 |
| Chilled Desserts | 58.32 | £0.35 |
| Crisps | 56.5 | £0.58 |
| Frozen Pizza & Breads | 55.88 | £0.57 |
| Yogurts | 54.44 | £0.32 |
| Frozen Vegetarian | 54.39 | £0.44 |
| Baby Food & Snacks | 53.89 | £0.21 |
| Boxed Chocolates | 50.11 | £1.79 |
| Stock, Sauce Mix & Gravy | 47.79 | £0.29 |
| Cooked, Prepared Meat & Poultry | 47.32 | £0.56 |
| Snack Meals | 46.08 | £0.18 |
| Fresh Soup | 45.93 | £0.58 |
| Champagne & Sparkling Wines | 45.48 | £5.24 |
| Fresh Desserts | 43.85 | £0.41 |
| Block Chocolate | 43.72 | £0.53 |
| Cheese Snacks | 43.37 | £0.37 |
| Fresh Vegetarian Food | 43.1 | £0.71 |
| Dried Fruit | 42.83 | £0.41 |
| Packet Soup | 42.72 | £0.26 |
| Pasta Sauce | 41.18 | £0.49 |
