Boxed chocolates leap-frogged into pole position as the most heavily promoted category in March, according to the latest just-food Promo Tracker.
Over 56.9% of boxed chocolates on sale at Tesco, Asda, Sainsbury’s, Waitrose and Ocado were on promotion last month, data compiled by mysupermarket-insights.co.uk showed.
There was a spike in promotional activity in the category during the period, coinciding with increased chocolate sales due to Mothering Sunday, which fell on 18 March. In the prior month, boxed chocolate was only the ninth most heavily promoted category, with 41.01% of sales made on promotion.
While there was an upsurge in the number of promotional offers on boxed chocolates, the size of the discounts remained relatively flat month-on-month. Average savings per promotion totalled GBP1.52 (US$2.40) in March, compared to average savings of GBP1.53 in April.
Sainsbury’s was the most promotional retailer in March, with 41.35% of total SKUs sold on promotion during the period. This represents a month-on-month increase of 8.23 percentage points from February, when 33.12% of SKUs sold were on promotion.
Brands
| Brand | PcntOfPromos | AvgSavingPerPromo |
|---|---|---|
| Reflets de France | 100 | 0.35 |
| Daylesford | 98.5 | 1.37 |
| Actimel | 97.3 | 0.7 |
| Pringles | 90.9 | 1.03 |
| Benecol | 90 | 0.53 |
| Activia | 88.5 | 0.29 |
| Muller | 82.9 | 0.49 |
| Doritos | 80.4 | 0.48 |
| Tilda | 74.5 | 0.71 |
| Seeds of Change | 74.3 | 0.52 |
| Batchelors | 73.8 | 0.21 |
| Quaker | 73.6 | 0.31 |
| Rachel’s | 69.6 | 0.22 |
| Green & Black’s | 69.3 | 1.08 |
| Tyrrells | 64.7 | 0.67 |
| Bassett’s | 64.1 | 1.27 |
| Ainsley Harriott | 63.5 | 0.37 |
| Tesco Italian | 62.9 | 0.42 |
| KP | 59.9 | 0.59 |
| Cow & Gate | 59.4 | 0.24 |
Category
| Category | PcntOfPromos | AvgSavingPerPromo |
|---|---|---|
| Boxed Chocolates | 56.9 | 1.52 |
| Yogurts | 56.09 | 0.34 |
| Yogurt & Milk Drinks | 54.9 | 0.53 |
| Frozen Vegetarian | 54.05 | 0.49 |
| Crisps | 53.8 | 0.6 |
| Chilled Desserts | 53.57 | 0.34 |
| Frozen Pizza & Breads | 52.52 | 0.56 |
| Baby Food & Snacks | 51.88 | 0.25 |
| Jam & Spreads | 48.22 | 0.8 |
| Snack Meals | 44.09 | 0.21 |
| Pasta Sauce | 43.69 | 0.5 |
| Cooked, Prepared Meat & Poultry | 43.39 | 0.63 |
| Frozen Ready Meals | 41.41 | 0.43 |
| Fresh Soup | 41.09 | 0.53 |
| Tinned Pasta | 40.94 | 0.19 |
| Chocolate Biscuits | 38.64 | 0.56 |
| Sausages & Burgers | 37.97 | 0.53 |
| Packet Soup | 37.11 | 0.26 |
| Porridge & Muesli | 36.52 | 0.45 |
| Stock, Sauce Mix & Gravy | 34.97 | 0.36 |
Supermarkets
| Supermarket | Total number of SKUs | Number of Promos | % of all SKUs on promo | Average saving per promo |
|---|---|---|---|---|
| Tesco | 36067 | 13882 | 38.49 | £0.96 |
| Asda | 28797 | 7170 | 24.9 | £0.64 |
| Sainsbury’s | 24925 | 10307 | 41.35 | £1.14 |
| Ocado | 20086 | 5777 | 28.76 | £1.09 |
| Waitrose | 22823 | 5829 | 25.54 | £1.1 |
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