Sainsbury's ran more cheese promotions than its competitors this year, notching up 518 a 70% increase on last year. Waitrose, at the other end of the scale, ran just 107 promotions, 84 fewer than last year.

Own-label cheese was overall more heavily promoted than any individual brand, showing an increase of 3.16% and accounting for 22.4% of promotions. Most brands Cathedral City, BabyBel and Wyke Farms aside were more heavily promoted than last year.

With an average of 50% off at both Sainsbury's and Morrisons, Pilgrims Choice showed the biggest average saving at £2.94, an increase of 76% on last year. Only own-label cheese showed a decrease in average saving, to £1.25, down 2.16%.

Last year's promotion of choice, the save mechanic, is still in top spot, having increased in popularity by 2%. The half-price offer has seen the biggest fall from favour, down by 10.5%, followed by x-for-y, which has seen a 7% decrease.

Focus On Cheese