Tesco, Asda, Sainsbury’s and Ocado lowered the number of products they sell on promotion in January, according to the latest data from just-food’s Promo Tracker.
Each of the four retailers measured by the Tracker, compiled exclusively by mysupermarket-insights.co.uk, sold less products on promotion than they did in December. It was the second month in a row that the four grocers had reduced promotional levels; in December, they also sold fewer items at a discount compared to November.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Nevertheless, there were signs that Asda’s promotions in January were deeper than in December. In January, consumers could make an average saving per promotion of GBP1.05 (US$1.69). In December, the average saving was GBP0.65.
Danone’s Actimel, yoghurt brand Muller and dairy products brand Benecol were the three most-promoted brands in January, the Tracker data showed. Smoothie and juice brand Innocent and Premier Foods plc’s ethnic cuisine brand Sharwood’s made up the top five.
| Supermarket | Total number of SKUs | Number of Promos | % of all SKUs on promo | Average saving per promo |
|---|---|---|---|---|
| Tesco | 30116 | 7325 | 24.32 | £0.89 |
| Asda | 22592 | 4118 | 18.23 | £1.05 |
| Sainsbury’s | 26343 | 5098 | 19.35 | £0.56 |
| Ocado | 19645 | 2090 | 10.64 | £0.94 |
| Category | % of all SKUs on promo | Average saving per promo |
|---|---|---|
| Yoghurts | 46.12 | £0.29 |
| Frozen Pizza & Breads | 45.41 | £0.57 |
| Snack Meals | 45.38 | £0.22 |
| Chilled Desserts | 42.37 | £0.24 |
| Crisps | 36.85 | £0.44 |
| Cooked, Prepared Meat & Poultry | 35.99 | £0.65 |
| Frozen Ready Meals | 35.4 | £0.48 |
| Baby Food & Snacks | 34.44 | £0.24 |
| Frozen Vegetarian | 32.24 | £0.32 |
| Sausages & Burgers | 31.96 | £0.51 |
| Packet Soup | 29.76 | £0.23 |
| Boxed Chocolates | 29.23 | £1.18 |
| Frozen Fish & Seafood | 29.17 | £1.04 |
| Fruit | 27.25 | £0.64 |
| Fresh Pizza & Chilled Bread | 27.09 | £0.57 |
| Pasta Sauce | 27.01 | £0.39 |
| Tinned Pasta | 26.98 | £0.18 |
| Brand | % of all SKUs on promo | Average saving per promo |
|---|---|---|
| Actimel | 88.9 | £0.85 |
| Muller | 81.9 | £0.31 |
| Benecol | 79.2 | £0.41 |
| Innocent | 72 | £0.47 |
| Sharwood’s | 67 | £0.45 |
| Batchelors | 64.8 | £0.25 |
| Activia | 63.6 | £0.33 |
| Uncle Ben’s | 63.6 | £0.5 |
| Rachel’s | 61.2 | £0.16 |
| Walkers (Crisps, Snacks & Dips) | 57.9 | £0.47 |
| Bassett’s | 55.9 | £1.18 |
| Hartley’s | 52.2 | £0.17 |
| Bernard Matthews | 51.8 | £0.45 |
| Quaker | 50.5 | £0.42 |
| Pringles | 50 | £0.71 |
| Young’s (Chilled & Frozen) | 48.9 | £1.1 |
| Homepride | 48.2 | £0.4 |
