Asda, unlike Tesco and Asda, increased its number of promotions in December, according to data from just-food’s Promo Tracker.
The UK’s second-largest grocer, perceived by some industry watchers to have “won” the battle among the country’s largest food retailers over the festive period, had 23.6% of its SKUs on offer last month, the Tracker said. In November, 22.5% of products at Asda were sold at a discount.
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Asda was alone in the four retailers monitored by the Tracker – which is compiled in association with mysupermarket-insights.co.cuk – to have upped their promotions in December.
At Tesco, 36% of SKUs were on offer, compared to 40.3% the month before. In Sainsbury’s stores, 37% of lines were on promotion, against 38.6% in November. Ocado had 27.9% of its products at a discount in December versus 31.6% the month before.
However, the average saving per promotion at Asda, Sainsbury’s and Ocado all increased in December.
On Monday, analysts at Shore Capital, citing data from Nielsen, said Asda “appeared to be the winner” of the Big Four retailers in the four weeks to Christmas. Asda sales climbed 10.7%, according to Nielsen, although sales were boosted by the integration of Netto’s UK stores into its network.
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By GlobalDataNonetheless, Shore Capital said: “Shore Capital had expected Asda to be crowned ‘Big Four Christmas kings 2011’, benefiting from what we deem to be very effectively converted Netto stores, favourable comparatives it has to be said, and good execution, particularly the blend of advertising, promotions, vouchers and offers.”
The Promo Tracker, meanwhile, showed that, for the second month running, 100% of Ocado’s Reflets de France and Danone’s Actimel SKUs were sold on promotion. Muller was the third-most promoted brand. Rice brand Tilda was fourth on the list, with over 81% of its SKUs on offer, its highest level of the year. Fifth was a second Danone brand, Activia.
| Supermarket | Total number of SKUs | Number of Promos | % of all SKUs on promo | Average saving per promo |
|---|---|---|---|---|
| Tesco | 37657 | 13572 | 36.04 | £0.85 |
| Asda | 31137 | 7358 | 23.63 | £0.71 |
| Sainsbury’s | 24847 | 9197 | 37.01 | £1.19 |
| Ocado | 18690 | 5220 | 27.93 | £1.2 |
| Brand | PcntOfPromos | AvgSavingPerPromo |
|---|---|---|
| Reflets de France | 100 | £0.33 |
| Actimel | 100 | £0.71 |
| Muller | 85.1 | £0.37 |
| Tilda | 81.4 | £0.67 |
| Activia | 79.8 | £0.27 |
| Kettle | 76.8 | £0.56 |
| New Covent Garden Food Co. | 75.3 | £0.61 |
| Quaker | 74.5 | £0.37 |
| Häagen-Dazs | 73.2 | £1.15 |
| Pringles | 71.2 | £1.03 |
| Campbell’s (Soup & Mixes) | 70.5 | £0.31 |
| Green & Black’s | 69.4 | £0.85 |
| Lindt | 68.3 | £0.92 |
| KP | 68.3 | £0.72 |
| Colman’s | 67 | £0.34 |
| Walkers (Crisps, Snacks & Dips) | 66.1 | £0.5 |
| Fox’s (Biscuits) | 65.9 | £1.27 |
| Bassett’s | 65.6 | £1.29 |
| Ben & Jerry’s | 62.7 | £1.36 |
| Whitworths | 61.5 | £0.25 |
| Category | PcntOfPromos | AvgSavingPerPromo |
|---|---|---|
| Crisps | 56.34 | £0.57 |
| Boxed Chocolates | 55.53 | £1.41 |
| Yogurts | 53.66 | £0.29 |
| Frozen Pizza & Breads | 53.39 | £0.57 |
| Frozen Vegetarian | 50.42 | £0.46 |
| Chilled Desserts | 49.6 | £0.33 |
| Baby Food & Snacks | 49.27 | £0.22 |
| Cider & Alcopops | 47.07 | £0.88 |
| Cooked, Prepared Meat & Poultry | 46.55 | £0.57 |
| Yogurt & Milk Drinks | 46.13 | £0.51 |
| Stock, Sauce Mix & Gravy | 46.1 | £0.28 |
| Snack Meals | 44.61 | £0.18 |
| Fresh Soup | 44.51 | £0.54 |
| Fresh Vegetarian Food | 43.31 | £0.7 |
| Frozen Desserts & Fruit | 40.8 | £0.52 |
| Packet Soup | 40.71 | £0.27 |
| Block Chocolate | 40.17 | £0.55 |
| Frozen Ready Meals | 38.84 | £0.43 |
| Tinned Pasta | 38.12 | £0.13 |
| Snacks | 37.59 | £0.46 |
