Promotional intensity increased during February, with Tesco, Asda, Sainsbury’s and Ocado all increasing the number of products on promotion and the average savings per promotion.
Each of the four retailers measured by the Tracker, compiled exclusively by mysupermarket-insights.co.uk for just-food, sold more products on promotion than they did in January, reversing the trends of the past three months, where retailers sold fewer items at a discount.
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While the depth of saving at Asda remained static, with consumers able to make an average saving per promotion of GBP1.05, the other retailers worked to match or beat Asda, which recently launched its Price Guarantee, a scheme that refunds the difference to consumers if it is not 10% cheaper than its main rivals. Ocado increased its average saving per promotion to GBP1.66 against GBP0.94 in January, while Sainsbury’s increased its average saving per promotion to GBP0.62 from GBP0.56.
Actimel continued its run as the most-promoted brand in February, with Muller, Innocent, Pringles and Activia rounding out the top five.
| Supermarket | Total number of SKUs | Number of Promos | % of all SKUs on promo | Average saving per promo |
|---|---|---|---|---|
| Tesco | 32074 | 11970 | 37.32 | £0.94 |
| ASDA | 23372 | 6301 | 26.96 | £1.05 |
| Sainsbury’s | 27388 | 6483 | 23.67 | £0.62 |
| Ocado | 20472 | 4237 | 20.7 | £1.66 |
| Category | % of all SKUs on promo | Average saving per promo |
|---|---|---|
| Yogurts | 54.58 | £0.29 |
| Frozen Pizza & Breads | 51.48 | £0.54 |
| Frozen Vegetarian | 50 | £0.36 |
| Baby Food & Snacks | 49.61 | £0.2 |
| Chilled Desserts | 48.55 | £0.24 |
| Snack Meals | 47.73 | £0.2 |
| Crisps | 44.78 | £0.45 |
| Packet Soup | 44.55 | £0.24 |
| Porridge & Muesli | 44 | £0.59 |
| Frozen Ready Meals | 40.72 | £0.49 |
| Pasta Sauce | 40.32 | £0.42 |
| Fresh Soup | 40.26 | £0.55 |
| Cooked, Prepared Meat & Poultry | 39.71 | £0.63 |
| Breakfast Cereals | 38.52 | £0.66 |
| Tinned Soup | 38.29 | £0.18 |
| Sausages & Burgers | 37.5 | £0.53 |
| Frozen Desserts & Fruit | 37.11 | £0.56 |
| Brand | % of all SKUs on promo | Average saving per promo |
|---|---|---|
| Actimel | 90.8 | £0.81 |
| Muller | 88 | £0.31 |
| Innocent | 80.2 | £0.51 |
| Pringles | 80 | £0.58 |
| Activia | 76.6 | £0.25 |
| Batchelors | 74.1 | £0.22 |
| Quaker | 72.8 | £0.46 |
| Sharwood’s | 71.6 | £0.42 |
| Rachel’s | 70.8 | £0.18 |
| Homepride | 69.3 | £0.33 |
| Uncle Ben’s | 67.5 | £0.41 |
| Options | 66.7 | £0.22 |
| Hipp | 63.6 | £0.19 |
| Cow & Gate | 62.2 | £0.18 |
| New Covent Garden Food Co. | 61.3 | £0.58 |
| Ainsley Harriott | 59.1 | £0.11 |
| Ben & Jerry’s | 58.9 | £1.13 |
