Waitrose’s promotions offered consumers the highest saving on average, according to the latest data from the just-food Promo Tracker.
The upmarket UK retailer is the latest grocer added to the Tracker, which looks at the promotional activity of retailers with online operations in the UK.
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The Tracker, which is compiled with analysts with mysupermarket-insights.co.uk, also looks at the level of offers in each grocery category in the UK and the promotional activity of the leading brands in the country each month.
In January, the average saving Waitrose shoppers could have enjoyed per promotion was GBP1.13 (US$1.79). Online-only retailer Ocado, which sells brands and Waitrose own-label lines, offered an average saving per promotion of GBP1.08 last month.
Waitrose now offers deliveries in and around London after the end of a non-compete clause in its contract with Ocado last year. Ocado will still sell Waitrose own-label lines throughout the UK until 2020.
According to the Tracker data, offers at Sainsbury’s represented an average saving of GBP1.
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By GlobalDataYoghurt was again the most-promoted category in January; a month earlier, ahead of Christmas, the percentage of offers in the crisps and boxed chocolate categories were higher.
Three yoghurt brands – Danone‘s Actimel and Activia, plus Yoplait’s Petits Filous – were the most-promoted brands in January. Raisio’s Benecol, which is sold by McNeil’s Nutritionals in the UK, was at number four, while yoghurt brand Muller was at number five.
| Supermarket | Total number of SKUs | Number of Promos | % of all SKUs on promo | Average saving per promo |
|---|---|---|---|---|
| Tesco | 26703 | 7120 | 26.66 | £0.83 |
| Sainsbury’s | 21338 | 4759 | 22.3 | £1 |
| Ocado | 18030 | 3453 | 19.15 | £1.08 |
| Asda | 25716 | 4756 | 18.49 | £0.54 |
| Waitrose | 19587 | 3240 | 16.54 | £1.13 |
| Category | PcntOfPromos | AvgSavingPerPromo |
|---|---|---|
| Yoghurts | 57.19 | £0.37 |
| Yoghurt & Milk Drinks | 48.64 | £0.57 |
| Snack Meals | 45.57 | £0.2 |
| Baby Food & Snacks | 45.49 | £0.25 |
| Chilled Desserts | 44.36 | £0.3 |
| Frozen Pizza & Breads | 42.02 | £0.61 |
| Crisps | 39.89 | £0.52 |
| Cooked, Prepared Meat & Poultry | 36.58 | £0.51 |
| Frozen Ready Meals | 32.88 | £0.46 |
| Sausages & Burgers | 32.35 | £0.59 |
| Packet Soup | 31.63 | £0.33 |
| Frozen Vegetarian | 30.2 | £0.49 |
| Rice, Pulses & Grain | 29.28 | £0.48 |
| Fresh Pasta & Pasta Sauce | 28.62 | £0.42 |
| Fresh Pizza & Chilled Bread | 28.57 | £0.82 |
| Boxed Chocolates | 28.29 | £1.1 |
| Snacks | 27.4 | £0.43 |
| Tinned Soup | 27 | £0.26 |
| Fresh Vegetarian Food | 26.85 | £0.76 |
| Fresh Ready Meals | 26.73 | £0.53 |
| Brand | PcntOfPromos | AvgSavingPerPromo |
|---|---|---|
| Actimel | 97.3 | £0.71 |
| Activia | 86.1 | £0.49 |
| Petits Filous | 82.1 | £0.39 |
| Benecol | 81.6 | £0.58 |
| Muller | 80.6 | £0.4 |
| Rachel’s | 77.1 | £0.25 |
| Batchelors | 73.9 | £0.29 |
| Pringles | 71.4 | £1 |
| Tilda | 68.7 | £0.71 |
| Bassett’s | 64.8 | £1.17 |
| Whitworths | 62.6 | £0.25 |
| Cow & Gate | 62.2 | £0.28 |
| Quaker | 60.8 | £0.38 |
| Walkers (Crisps, Snacks & Dips) | 57.8 | £0.41 |
| Alpen | 55.3 | £0.57 |
| Uncle Ben’s | 54.4 | £0.45 |
| Sharwood’s | 54.1 | £0.45 |
| Plum Baby | 51.7 | £0.42 |
| Tesco Italian | 51.4 | £0.38 |
| New Covent Garden Food Co. | 47.8 | £0.65 |
