The old mantra is don’t discount when there is huge demand and this seems to be the case here, with only 7% of the category on promotion - much lower than the average for other categories.
Across the six retail groups, 9% of promotional skus were recorded as low on stock compared with a 22% average across all categories since 2003. However, the picture for non-promotional lines is not so good - with 15% of skus affected by poor availability.
Sainsbury has the largest range of products on offer and also the most products on promotion. Peak time availability drops to 16% for normal lines and to 15% for promotional lines.
Safeway, with 20%, has the highest level of non-promotional lines at risk. This contrasts markedly with its performance for promotional lines, which is one of the lowest at 5%.
Morrisons has similarities with Safeway in this category, with 17% of non-promotional skus affected by poor availability and a low 4% of promotional products at risk.
Asda has twice the number of products on promotional offer than the average and turns in a good performance for both promotional products (at 11%) and normal lines (at 10%). Its cost-conscious customers will be pleased with the availability of frozen ready meals on promotion: over the year Asda has had 24% of promotional skus out of or low on stock at peak shopping times across categories.
Tesco does better than normal for promotional availability, scoring 12% against the 21% it recorded over the past year. For brands not on promotion, 16% are at risk.
Somerfield carries the smallest range but has the most products on promotion - at 15% - and should take credit for low level of 9% of skus on promotion at risk and 8% of normal lines.