While Sainsbury's opted not to up promotions in 2010, Morrisons, by contrast, increased its offers by 0.18% to 81, making it the category's biggest promoter. Despite a 2.8% fall in the number of promotions, Hartley's remains the most heavily promoted brand. Unsurprisingly, its volume sales are up by 8.5%.
However, its value sales are showing an encouraging 8.9% growth [IRI], no doubt helped by the 4.3% rise in prices across the category. Rose's has seen a 10.2% rise in promotions this year, albeit from a very small base, leaving the brand fighting the marmalade corner in the face of the growing appeal of chocolate spreads and peanut butter.
But whether its over-promotion will simply make it more popular still with thrifty pensioners remains to be seen.
Focus On Jams, Spreads & Honey