With Easter and the Royal Wedding both falling in April, the promotional landscape scene was mixed last month, according to the latest just-food Promo Tracker.
Data from the tracker – compiled with mysupermarket-insights.co.uk – showed that while Tesco and Ocado upped the proportion of products on promotion in April, Asda and Sainsbury’s cut the percentage of products sold at a discount.
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Tesco had the highest proportion of products on promotion, with some 38.8% of its range, against 34.7% last month. Asda had the lowest proportion of products on promotion, with 22.9% this month, against 23.5% last month.
Easter products was the most heavily-promoted category with some 80.43% of products on promotion.
According to the data, Danone’s Actimel continued to lead the list of brands sold on promotion, remaining the most promoted brand for the third month in a row.
| Supermarket | Total number of SKUs | Number of Promos | % of all SKUs on promo | Average saving per promo |
|---|---|---|---|---|
| Tesco | 32604 | 12651 | 38.8 | £0.89 |
| Asda | 27939 | 6402 | 22.91 | £0.58 |
| Sainsbury’s | 23466 | 6588 | 28.07 | £1.11 |
| Ocado | 20541 | 6312 | 30.73 | £1.18 |
| Category | % of all SKUs on promo | Average saving per promo |
|---|---|---|
| Easter | 80.43 | £1.23 |
| Yoghurts | 56.36 | £0.26 |
| Chilled Desserts | 56.16 | £0.26 |
| Yoghurt & Milk Drinks | 54.57 | £0.44 |
| Frozen Pizza & Breads | 53.88 | £0.47 |
| Baby Food & Snacks | 50.49 | £0.21 |
| Boxed Chocolates | 47.69 | £1.44 |
| Cooked, Prepared Meat & Poultry | 47.3 | £0.6 |
| Crisps | 45.94 | £0.48 |
| Frozen Vegetarian | 44.35 | £0.39 |
| Snack Meals | 41.69 | £0.21 |
| Fresh Herbs | 41.67 | £0.24 |
| Chocolate Biscuits | 41.07 | £0.48 |
| Instant Coffee | 40.89 | £0.8 |
| Packet Soup | 40.35 | £0.26 |
| Fresh Pizza & Chilled Bread | 38.96 | £0.67 |
| Ice Cream | 38.79 | £0.79 |
| Brand | % of all SKUs on promo | Average saving per promo |
|---|---|---|
| Actimel | 98.4 | £0.52 |
| Innocent | 89 | £0.55 |
| Seven Seas | 86.3 | £2.23 |
| Muller | 85.2 | £0.37 |
| Bonne Maman | 79.7 | £0.67 |
| Activia | 79.6 | £0.17 |
| Options | 76.7 | £0.28 |
| Pringles | 73.6 | £0.82 |
| Hipp | 71.4 | £0.22 |
| Quaker | 69.6 | £0.41 |
| Campbell’s (Soup & Mixes) | 68.3 | £0.26 |
| Bassett’s | 66.7 | £1.18 |
| Batchelors | 63.7 | £0.2 |
| Tilda | 62.4 | £0.48 |
| Walkers (Crisps, Snacks & Dips) | 61.2 | £0.41 |
| Mattessons | 61 | £0.42 |
| Rachel’s | 60.8 | £0.19 |
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