Tesco and Ocado stepped up their promotional activity in October but the latest data from the just-food Promo Tracker showed a split among retailers.
The percentage of products sold at a discount at Tesco and Ocado increased last month, according to the Tracker, which is compiled in association with mysupermarket-insights.co.uk.
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By contrast, Asda and Sainsbury’s, the two other retailers monitored by the Tracker, scaled back their promotional activity, with the percentage of SKUs on promotion lower in October than in September.
However, the promotions on offer at Asda did provide consumers with a larger saving on average in October than a month earlier.
The intensifying promotional activity at Tesco and Ocado was reflected at the top of the list of the most-promoted brands. Ocado sold its entire Reflets de France portfolio, sold in the UK on behalf of Carrefour, on promotion. Meanwhile, over 95% of the Tesco Goodness for Kids baby food range was on promotion.
New Covent Garden soup, acquired last week by US company Hain Celestial as part of its acquisition of Daniels Group, was among the most-promoted brands.
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By GlobalDataOrganic meat brand Laverstoke Park Farm, owned by ex-Formula 1 drive Jody Scheckter, also appeared in the top 20 most-promoted brands for the first time since the Tracker was developed in May 2010.
| Supermarket | Total number of SKUs | Number of Promos | % of all SKUs on promo | Average saving per promo |
|---|---|---|---|---|
| Tesco | 41021 | 16594 | 40.45 | £0.86 |
| Asda | 30173 | 6803 | 22.55 | £0.64 |
| Sainsbury’s | 25234 | 8891 | 35.23 | £1.26 |
| Ocado | 19656 | 6804 | 34.62 | £1.18 |
| Brand | % of all SKUs on promo | Average saving per promo |
|---|---|---|
| Reflets de France | 100 | £0.52 |
| Actimel | 96.8 | £0.67 |
| Tesco Goodness for Kids | 95.1 | £0.33 |
| Ben & Jerry’s | 90 | £1.07 |
| Muller | 86.6 | £0.4 |
| Activia | 86.3 | £0.22 |
| Daylesford | 82.4 | £0.24 |
| Tesco Italian | 79.1 | £0.35 |
| Philadelphia | 78.8 | £0.47 |
| Hipp | 76.9 | £0.27 |
| Tilda | 75.5 | £0.53 |
| Quaker | 75 | £0.44 |
| Batchelors | 74.8 | £0.18 |
| Lindt | 74.5 | £0.75 |
| New Covent Garden Food Co. | 74.4 | £0.56 |
| Laverstoke Park Farm | 73 | £0.41 |
| Kettle | 72 | £0.57 |
| Bassett’s | 71.4 | £1.25 |
| Rachel’s | 71.3 | £0.25 |
| Alpen | 68.8 | £0.44 |
| Walkers (Crisps, Snacks & Dips) | 67.4 | £0.38 |
| Category | % of all SKUs on promo | Average saving per promo |
|---|---|---|
| Frozen Pizza & Breads | 63.2 | £0.42 |
| Baby Food & Snacks | 62.31 | £0.25 |
| Chilled Desserts | 57.23 | £0.3 |
| Yogurts | 56.85 | £0.31 |
| Yogurt & Milk Drinks | 55.49 | £0.53 |
| Frozen Vegetarian | 55.12 | £0.39 |
| Crisps | 53.69 | £0.5 |
| Pasta Sauce | 47.23 | £0.56 |
| Snack Meals | 46.37 | £0.24 |
| Cooked, Prepared Meat & Poultry | 46.35 | £0.55 |
| Fresh Herbs | 44.83 | £0.18 |
| Boxed Chocolates | 44.4 | £1.76 |
| Fresh Soup | 42.86 | £0.58 |
| Tinned Soup | 42.72 | £0.17 |
| Fresh Pizza & Chilled Bread | 42.27 | £0.58 |
| Frozen Ready Meals | 41.49 | £0.52 |
| Sausages & Burgers | 41.38 | £0.41 |
| Stock, Sauce Mix & Gravy | 40.75 | £0.27 |
| Frozen Fish & Seafood | 40.67 | £0.82 |
| Dried Fruit | 40.63 | £0.43 |
| Indian Cuisine | 40.53 | £0.7 |
