This example, although extreme, is something players in a heavily promoted sector have had to get used to. However, Sainsbury's, Asda and Morrisons have all reduced the number of lines on promotion in the past year. Sainsbury's reduced its promotions most (from 274 to 146), but both Morrisons and Tesco had a higher number of promotions on offer, at 228 and 155 respectively.
Tesco, which according to Kantar has the biggest market share in the category, chose to increase its promotions, as did Waitrose, which has the largest overtrade.
Of the brands, Dolmio was the most promoted, following strong activity relaunching Taste of Italy, but own label had the most promotions in the category, at 171, with retailers offering plenty of two-fers or bogofs on their pastas and sauces.
Focus On Pasta & Pasta Sauces