Tesco, Asda, Sainsbury’s and Ocado lowered the number of products they sell on promotion in January, according to the latest data from just-food’s Promo Tracker.
Each of the four retailers measured by the Tracker, compiled exclusively by mysupermarket-insights.co.uk, sold less products on promotion than they did in December. It was the second month in a row that the four grocers had reduced promotional levels; in December, they also sold fewer items at a discount compared to November.
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Nevertheless, there were signs that Asda’s promotions in January were deeper than in December. In January, consumers could make an average saving per promotion of GBP1.05 (US$1.69). In December, the average saving was GBP0.65.
Danone‘s Actimel, yoghurt brand Muller and dairy products brand Benecol were the three most-promoted brands in January, the Tracker data showed. Smoothie and juice brand Innocent and Premier Foods plc’s ethnic cuisine brand Sharwood’s made up the top five.
| Supermarket | Total number of SKUs | Number of Promos | % of all SKUs on promo | Average saving per promo |
|---|---|---|---|---|
| Tesco | 30116 | 7325 | 24.32 | £0.89 |
| Asda | 22592 | 4118 | 18.23 | £1.05 |
| Sainsbury’s | 26343 | 5098 | 19.35 | £0.56 |
| Ocado | 19645 | 2090 | 10.64 | £0.94 |
| Category | % of all SKUs on promo | Average saving per promo |
|---|---|---|
| Yoghurts | 46.12 | £0.29 |
| Frozen Pizza & Breads | 45.41 | £0.57 |
| Snack Meals | 45.38 | £0.22 |
| Chilled Desserts | 42.37 | £0.24 |
| Crisps | 36.85 | £0.44 |
| Cooked, Prepared Meat & Poultry | 35.99 | £0.65 |
| Frozen Ready Meals | 35.4 | £0.48 |
| Baby Food & Snacks | 34.44 | £0.24 |
| Frozen Vegetarian | 32.24 | £0.32 |
| Sausages & Burgers | 31.96 | £0.51 |
| Packet Soup | 29.76 | £0.23 |
| Boxed Chocolates | 29.23 | £1.18 |
| Frozen Fish & Seafood | 29.17 | £1.04 |
| Fruit | 27.25 | £0.64 |
| Fresh Pizza & Chilled Bread | 27.09 | £0.57 |
| Pasta Sauce | 27.01 | £0.39 |
| Tinned Pasta | 26.98 | £0.18 |
| Brand | % of all SKUs on promo | Average saving per promo |
|---|---|---|
| Actimel | 88.9 | £0.85 |
| Muller | 81.9 | £0.31 |
| Benecol | 79.2 | £0.41 |
| Innocent | 72 | £0.47 |
| Sharwood’s | 67 | £0.45 |
| Batchelors | 64.8 | £0.25 |
| Activia | 63.6 | £0.33 |
| Uncle Ben’s | 63.6 | £0.5 |
| Rachel’s | 61.2 | £0.16 |
| Walkers (Crisps, Snacks & Dips) | 57.9 | £0.47 |
| Bassett’s | 55.9 | £1.18 |
| Hartley’s | 52.2 | £0.17 |
| Bernard Matthews | 51.8 | £0.45 |
| Quaker | 50.5 | £0.42 |
| Pringles | 50 | £0.71 |
| Young’s (Chilled & Frozen) | 48.9 | £1.1 |
| Homepride | 48.2 | £0.4 |
