The number of deals at the big four retailers are up more than 20% year-on year, and brands are leading the way, reports James Ball
As the supermarket price war rages, the overall number of deals is once again up - 1.8% on the month, and 21.2% year-on-year, reaching 7,085 promotions, according to our survey of featured space promotions [Assosia 4w/e 4 May]
But Sainsbury's and Tesco actually cut the number of promotions offered month-on-month, leaving it to Asda to really turn up the heat.
Asda has always prided itself on its Every Day Low Pricing (EDLP), and its single-minded strategy has ensured that it's currently growing its share faster than any of its big four rivals, up 0.4% according to the latest Nielsen data [12w/e 19 April].
But shoppers looking for a bargain would have seen 250 fewer offers at Asda than its nearest big four rival last month, while it also had the smallest savings in cash and percentage terms.
Concerned lest it lose its sales momentum, Asda upped featured space promotions by 11.8% over the preceding four-week period - closing the gap on Tesco, its nearest big four rival, to 98 deals.
Asda's savings also improved. The average saving grew from 79p in April's Promo Dynamic to £1.49, due to some big ticket price cuts. The average percentage saving was also up, from 27.2% to 31.1%. But it lagged behind the other big four retailers. Sainsbury's, boosted by many half-price deals, offered the largest average saving, of 38.4%, and only Tesco, of the big four, reduced its average saving since last month - and even there it dropped by only ten basis points.
Morrisons was the retailer with the most brands on its gondola ends - 91% of its featured space offers were on branded products, but it's been a feature of the Morrisons recovery, and more notable is the shift in Tesco's focus over the year. Last May, 80% of its deals were on branded. This year that had risen to 90% of the total.
The strongest commitment to promoting own-label now comes from Waitrose, possibly driven by its recent relaunch of many own-label lines as Essential Waitrose. Own-label made up 22% of its featured-space offer, and its own-label products were typically reduced just 0.5 percentage points less than their branded rivals.
As the supermarket price war rages, the overall number of deals is once again up - 1.8% on the month, and 21.2% year-on-year, reaching 7,085 promotions, according to our survey of featured space promotions [Assosia 4w/e 4 May]
But Sainsbury's and Tesco actually cut the number of promotions offered month-on-month, leaving it to Asda to really turn up the heat.
Asda has always prided itself on its Every Day Low Pricing (EDLP), and its single-minded strategy has ensured that it's currently growing its share faster than any of its big four rivals, up 0.4% according to the latest Nielsen data [12w/e 19 April].
But shoppers looking for a bargain would have seen 250 fewer offers at Asda than its nearest big four rival last month, while it also had the smallest savings in cash and percentage terms.
Concerned lest it lose its sales momentum, Asda upped featured space promotions by 11.8% over the preceding four-week period - closing the gap on Tesco, its nearest big four rival, to 98 deals.
Asda's savings also improved. The average saving grew from 79p in April's Promo Dynamic to £1.49, due to some big ticket price cuts. The average percentage saving was also up, from 27.2% to 31.1%. But it lagged behind the other big four retailers. Sainsbury's, boosted by many half-price deals, offered the largest average saving, of 38.4%, and only Tesco, of the big four, reduced its average saving since last month - and even there it dropped by only ten basis points.
Morrisons was the retailer with the most brands on its gondola ends - 91% of its featured space offers were on branded products, but it's been a feature of the Morrisons recovery, and more notable is the shift in Tesco's focus over the year. Last May, 80% of its deals were on branded. This year that had risen to 90% of the total.
The strongest commitment to promoting own-label now comes from Waitrose, possibly driven by its recent relaunch of many own-label lines as Essential Waitrose. Own-label made up 22% of its featured-space offer, and its own-label products were typically reduced just 0.5 percentage points less than their branded rivals.
No comments yet