Discounts at Ocado offered UK consumers the largest savings in February, according to the latest data from the just-food Promo Tracker, as the promotional fight between the country’s food retailers resumed in earnest.
All five retailers monitored by the Tracker – Tesco, Asda, Sainsbury’s, Waitrose and Ocado – all sold more lines on promotion in February, compared to a month earlier.
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Each of the grocers also offered higher discounts per promotion in February than in January but it was Ocado that provided the deepest saving at GBP1.31.
In February, the level of promotional activity returned to something approaching that seen in December. The percentage of SKUs sold on promotion was higher in February at Tesco, Asda and Ocado than December, although it fell at Sainsbury’s. Waitrose was first monitored by the Tracker in January.
The uptick in promotional activity can also be seen in the list of the most-promoted categories. The level of discounts on offer in yoghurt, the most-promoted sector, dipped from 57.2% to 57.1%. However, the remaining categories in the top ten all saw an increase in promotional activity.
Fresh soup, which was not among the 20 categories with the highest percentage of SKUs on promotion in January, was at number eight in February, with 45.9% of lines on offer.
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By GlobalDataYoghurt brand Muller returned to the top five most-promoted brands in February, replacing Yoplait’s Petits Filous.
Reflecting the promotional activity in fresh soup, Hain Celestial’s New Covent Garden soup brand was among the top ten most-promoted brands.
| Supermarket | Total number of SKUs | Number of Promos | % of all SKUs on promo | Average saving per promo |
|---|---|---|---|---|
| Tesco | 35312 | 12967 | 36.72 | £0.98 |
| Asda | 28528 | 6929 | 24.29 | £0.64 |
| Sainsbury’s | 25040 | 8292 | 33.12 | £1.04 |
| Ocado | 19422 | 5867 | 30.21 | £1.31 |
| Waitrose | 22744 | 5163 | 22.7 | £1.21 |
CATERGORIES
| Category | PcntOfPromos | AvgSavingPerPromo |
|---|---|---|
| Yogurts | 57.08 | £0.34 |
| Yogurt & Milk Drinks | 53.85 | £0.58 |
| Chilled Desserts | 51.41 | £0.34 |
| Snack Meals | 50.69 | £0.19 |
| Baby Food & Snacks | 50.1 | £0.25 |
| Frozen Pizza & Breads | 48.53 | £0.58 |
| Crisps | 48.48 | £0.55 |
| Fresh Soup | 45.85 | £0.57 |
| Boxed Chocolates | 44.01 | £1.53 |
| Cooked, Prepared Meat & Poultry | 42.93 | £0.6 |
| Frozen Vegetarian | 40.14 | £0.51 |
| Frozen Ready Meals | 40.13 | £0.47 |
| Sausages & Burgers | 39.49 | £0.59 |
| Tinned Soup | 38.22 | £0.25 |
| Fresh Pizza & Chilled Bread | 37.81 | £0.76 |
| Fresh Vegetarian Food | 35.33 | £0.74 |
| Tinned Pasta | 35.21 | £0.19 |
| Pasta Sauce | 34.44 | £0.53 |
| Fruit | 34.38 | £0.63 |
| Packet Soup | 33.94 | £0.33 |
BRANDS
| Brand | PcntOfPromos | AvgSavingPerPromo |
|---|---|---|
| Reflets de France | 100 | £0.35 |
| Actimel | 94.7 | £0.78 |
| Activia | 90.7 | £0.36 |
| Benecol | 88.6 | £0.61 |
| Muller | 86.1 | £0.42 |
| Bacardi | 78.8 | £1.72 |
| Tilda | 74.6 | £0.74 |
| New Covent Garden Food Co. | 73.8 | £0.62 |
| Batchelors | 73.7 | £0.25 |
| Pringles | 72.2 | £0.82 |
| Quaker | 71.7 | £0.33 |
| Rachel’s | 69.5 | £0.23 |
| Bassett’s | 68.8 | £1.29 |
| Cow & Gate | 65.3 | £0.27 |
| Walkers (Crisps, Snacks & Dips) | 64.7 | £0.48 |
| Robinsons | 63.4 | £0.69 |
| Ainsley Harriott | 61.9 | £0.38 |
| Kettle | 61.5 | £0.51 |
| Alpen | 61.2 | £0.54 |
| Green & Black’s | 61 | £0.82 |
