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October 4, 2010

Promo Tracker: Baby food and snacks “most-promoted category”

Baby food and snacks was the most-promoted category in the UK in September, according to the latest data from the just-food Promo Tracker.

By Dean Best

Baby food and snacks was the most-promoted category in the UK in September, according to the latest data from the just-food Promo Tracker.

Over 60% of the baby food and snacks SKUs on sale at Tesco, Asda, Sainsbury’s and Ocado were sold on promotion last month, figures from mysupermarket-insights.co.uk show. In August, some 49.4% of baby food and snack products were sold at a discount.

Baby-food brand Organix was the third most-promoted food brand in September, with 76.7% of its SKUs on offer, beaten only by Actimel and Muller. Danone’s Cow & Gate baby-food brand also made the top 20 of the brands sold most on promotion, with 57.5% of its lines sold at a discount.

Among the retailers, Tesco and Sainsbury’s offered fewer products on promotion in September. Asda and Ocado, the two other UK retailers measured by the data, upped the number of promotions they made last month.

Category % of all SKUs on promo Average saving per promo
Baby Food & Snacks 60.29 £0.25
Frozen Pizza & Breads 54.7 £0.39
Yogurts 51.96 £0.27
Cooked, Prepared Meat & Poultry 50.21 £0.59
Snack Meals 44.95 £0.2
Chilled Desserts 44.92 £0.19
Crisps 44.69 £0.38
Fresh Vegetarian Food 44.27 £0.54
Frozen Vegetarian 41.59 £0.31
Chocolate Biscuits 39.71 £0.39
Pasta Sauce 39.24 £0.39
Frozen Ready Meals 39.11 £0.36
Block Chocolate 38.09 £0.31
Frozen Desserts & Fruit 37.26 £0.39
Sausages & Burgers 35.86 £0.49
Snacks 35 £0.35
Chocolate Bags, Bars & Multipacks 34.93 £0.29
Tinned Pasta 34.42 £0.15
Sweets 33.36 £0.24
Brand % of all SKUs on promo Average saving per promo
Actimel 87.3 £0.55
Muller 78.3 £0.22
Organix 76.7 £0.29
Rachel’s 75.2 £0.2
Mr Kipling 73.8 £0.19
Pringles 73.4 £0.44
Green & Black’s 64 £0.44
Uncle Ben’s 63.8 £0.36
Fox’s (Biscuits) 62 £0.37
Homepride 61.9 £0.42
Tesco Italian 60.5 £0.33
Batchelors 59.3 £0.19
Dolmio 59.3 £0.33
Asda Fresh Tastes 58.8 £0.43
Birds Eye 58.2 £0.38
Cow & Gate 57.5 £0.24
Sainsbury’s Italian 57.1 £0.32
Walkers (Crisps, Snacks & Dips) 56.4 £0.38
Quorn 56.3 £0.5
Supermarket Total number of SKUs Number of Promos % of all SKUs on promo Average saving per promo
Tesco 31291 11228 35.88 £0.54
Sainsbury’s 23379 7651 32.73 £1.08
Asda 28506 7170 25.15 £0.55
Ocado 20067 3370 16.79 £0.85

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