Sainsbury’s, the UK’s third-largest grocer, heightened its promotional activity during May, according to the latest just-food Promo Tracker.
The retailer increased the number of promotions in its stores from over 6,500 in April to over 8,200 in May. The jump meant that the proportion of SKUs on promotion at Sainsbury’s outlets rose from 28.1% in April to 34.8% in May.
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Asda, the UK’s number two retailer, also upped the number of products sold at a discount in May. The increase meant Wal-Mart Stores’ UK arm sold 23.1% of its SKUS on promotion in May, up from 22.9% in April.
Tesco and Ocado – the two other retailers measured by the Promo Tracker, which is developed in conjunction with mysupermarket-insights.co.uk – cut the number of promotions they ran in May.
Frozen pizza and bread was the most-promoted category, with 54.4% of SKUs on promotion. The second and third most-promoted categories were yoghurt and yoghurt and milk drinks respectively, which led to Danone’s Activia and Actimel brands being the two most-promoted brands in May.
In terms of brands, Muller yoghurt was third, followed by Campbell’s soup in fourth and baby food brand Plum Baby in fifth.
| Supermarket | Total number of SKUs | Number of Promos | % of all SKUs on promo | Average saving per promo |
|---|---|---|---|---|
| Tesco | 33023 | 11955 | 36.2 | £1 |
| Asda | 28907 | 6687 | 23.13 | £0.56 |
| Sainsbury’s | 23810 | 8281 | 34.78 | £1.15 |
| Ocado | 20825 | 4830 | 23.19 | £1.04 |
| Category | % of all SKUs on promo | Average saving per promo |
|---|---|---|
| Frozen Pizza & Breads | 54.43 | £0.53 |
| Yogurts | 53.53 | £0.27 |
| Yogurt & Milk Drinks | 52.48 | £0.48 |
| Chilled Desserts | 49.28 | £0.28 |
| Chocolate Biscuits | 49.2 | £0.51 |
| Baby Food & Snacks | 48.79 | £0.22 |
| Frozen Vegetarian | 48.4 | £0.49 |
| Crisps | 43.97 | £0.49 |
| Cooked, Prepared Meat & Poultry | 42.28 | £0.54 |
| Ice Cream | 42.11 | £0.79 |
| Sausages & Burgers | 39.78 | £0.52 |
| Fresh Pizza & Chilled Bread | 38.99 | £0.59 |
| Fresh Herbs | 37.5 | £0.24 |
| Fruit | 35.95 | £0.71 |
| Snack Meals | 35.92 | £0.25 |
| Biscuits | 35.77 | £0.49 |
| Tinned Pasta | 34.74 | £0.15 |
| Packet Soup | 34.55 | £0.22 |
| Frozen Ready Meals | 34 | £0.48 |
| Crackers | 32.95 | £0.36 |
| Brand | % of all SKUs on promo | Average saving per promo |
|---|---|---|
| Actimel | 95 | £0.56 |
| Activia | 83.2 | £0.19 |
| Muller | 81.6 | £0.38 |
| Campbell’s (Soup & Mixes) | 76.7 | £0.25 |
| Plum Baby | 72.6 | £0.45 |
| Pringles | 72.5 | £0.8 |
| Gü | 72.4 | £0.93 |
| Ben & Jerry’s | 70.3 | £1.5 |
| Tilda | 64.2 | £0.69 |
| Bassett’s | 63.9 | £1.33 |
| Walkers (Crisps, Snacks & Dips) | 63.3 | £0.4 |
| Pot Noodle | 59.7 | £0.35 |
| Fox’s (Biscuits) | 59.5 | £0.52 |
| McVitie’s | 59.1 | £0.5 |
| Rachel’s | 58.5 | £0.22 |
| Pizza Express | 57.6 | £0.73 |
| Tesco Italian | 56.6 | £0.42 |
| Hipp | 55.9 | £0.24 |
| Alpro Soya | 54.9 | £0.34 |
| Wall’s (Ice Cream) | 54.9 | £0.86 |
