The total number of SKUs on promotion fell significantly during October, according to data from the latest just-food Promo Tracker.
The number of promotions fell for Tesco, Asda, Sainsbury’s and Ocado during October, reversing the trends seen in recent months, figures from mysupermarket-insights.co.uk reveal.
Some 28% of products on sale at Tesco were promoted in October, against 35% in September and 28% in August.
Sainsbury’s again had the highest average saving per promotion, offering GBP0.91 against Tesco’s GBP0.84, and Asda’s GBP0.56. It also had the second largest proportion of products on promotion, with 22.58% of its range being promoted.
Asda had some 20.65% of its range on promotion.
Online-only operator Ocado offered the smallest proportion of promotions, discounting 9.94% of products, as well as the smallest average saving per promotion, with GBP0.41 saved on average.
Innocent became the most promoted food brand in October, with 83% of its products sold at a discount.
Yoghurts were the most promoted category with some 50.54% of SKUs on promotion and GBP0.3 saved on average per promotion.
| Supermarket | Total number of SKUs | Number of Promos | % of all SKUs on promo | Average saving per promo |
|---|---|---|---|---|
| Tesco | 28985 | 8305 | 28.65 | £0.84 |
| Asda | 26909 | 5556 | 20.65 | £0.56 |
| Sainsbury’s | 22745 | 5136 | 22.58 | £0.91 |
| Ocado | 20314 | 2020 | 9.94 | £0.41 |
| Category | % of all SKUs on promo | Average saving per promo |
|---|---|---|
| Yoghurts | 50.54 | £0.3 |
| Frozen Vegetarian | 47.85 | £0.29 |
| Cooked, Prepared Meat & Poultry | 40.47 | £0.58 |
| Frozen Pizza & Breads | 40.27 | £0.49 |
| Chilled Desserts | 37.47 | £0.26 |
| Jam & Spreads | 35.41 | £0.57 |
| Frozen Ready Meals | 33.84 | £0.48 |
| Snack Meals | 33.52 | £0.2 |
| Sausages & Burgers | 32.6 | £0.49 |
| Sweets | 32.28 | £0.36 |
| Crisps | 32.17 | £0.41 |
| Frozen Desserts & Fruit | 31.11 | £0.47 |
| Block Chocolate | 29.59 | £0.35 |
| Packet Soup | 29.46 | £0.2 |
| Dried Fruit | 29.41 | £0.54 |
| Chocolate Bags, Bars & Multipacks | 28.84 | £0.4 |
| Boxed Chocolates | 28.41 | £1.56 |
| Pasta Sauce | 28.13 | £0.44 |
| Rolls & Bagels | 27.47 | £0.21 |
| Brand | % of all SKUs on promo | Average saving per promo |
|---|---|---|
| Innocent | 83.8 | £0.51 |
| Daylesford | 79 | £0 |
| Muller | 78.8 | £0.38 |
| Rachel’s | 68.1 | £0.22 |
| Activia | 67.9 | £0.25 |
| Vitabiotics | 67.7 | £2.76 |
| Fox’s (Biscuits) | 66.7 | £0.6 |
| Actimel | 64.3 | £0.69 |
| ASDA Fresh Tastes | 59.1 | £0.44 |
| Uncle Ben’s | 58 | £0.36 |
| Tilda | 57.6 | £0.38 |
| Whitworths | 57.4 | £0.37 |
| Old El Paso | 56.5 | £0.58 |
| Batchelors | 55.2 | £0.19 |
| Bassett’s | 54.8 | £1.17 |
| Organix | 54.5 | £0.24 |
| Ginsters | 54.2 | £0.55 |
