Face-to-Face Consumer Interviews For Havering Council
Supermarkets are decking the halls with promotional offers ahead of Christmas, but shoppers aren’t getting as many good deals as they were last year – especially in the booze aisles.
Most of the mults are offering more featured space promotions than last month, with the exception of Asda – which has reduced the number of promotions by 1.33% [Promodynamic Retailers 52 w/e 4 December 2016]. Morrisons has increased the number of featured space promotions in stores by the most, up 8.7% month on month to 2,421, while Sainsbury’s has the most deals at 3,131, up 4.1% compared with the previous four-week period.
On a year-on-year basis, only Morrisons, Sainsbury’s and Waitrose have increased the number of featured space promotions, and average % savings have fallen almost across the board, again with the exception of Asda, where they are up 3.29 points to 29.9%.
The amount of shoppers can save on featured space deals is falling because the mults are reducing the number of bogof and half-price deals and increasing the number of ‘save’ promotions – which have a lower average of saving of 30%.
BWS has suffered the biggest drop in terms of the number of deals on offer, accounting for just under 20% of total featured space promotions compared with 22% last year. Average % savings on alcohol have also fallen by three points to 23%. “Waitrose is the only retailer to buck this trend by increasing BWS deals, which now account for 38.1% of its total promotional activity,” says Assosia’s Kay Staniland. However, even Waitrose has cut average % savings on beer & Lager and spirits.
Meanwhile, Asda and Tesco are offering bigger savings on spirits, and Asda has increased savings on beer & lager. Sainsbury’s has cut average savings on all alcohol deals. Overall, wine has suffered the biggest cut in savings.
|4 weeks to 4th December 2016|
|Number of offers||2378||858||2421||3131||2438||1300|
|Number last month||2410||800||2228||3008||2387||1216|
|% change m-o-m||-1.33%||7.25%||8.66%||4.09%||2.14%||6.91%|
|Number last year||2540||860||2380||2911||2620||1220|
|% change on last year||-6.38%||-0.23%||1.72%||7.56%||-6.95%||6.56%|
|Average start price (£) per UNIT||£3.65||£4.33||£4.55||£4.56||£4.30||£6.42|
|Typical Average TOTAL £ saving||£1.58||£1.57||£1.71||£1.30||£1.48||£2.12|
|Typical Average TOTAL % saving||30.9%||34.0%||33.5%||27.4%||31.2%||31.6%|
|Average % saving last month||31.8%||34.9%||33.5%||27.8%||31.8%||30.5%|
|% savings change m-o-m||-2.78%||-2.69%||-0.12%||-1.61%||-1.84%||3.43%|
|Average % saving last year||29.9%||36.0%||36.2%||29.1%||32.4%||33.5%|
|% savings change on last year||3.29%||-5.49%||-7.49%||-6.03%||-3.62%||-5.75%|
|Current Brand:own-label ratio||92:18||73:27||91:09||79:21||87:13||86:14|
|Ratio 1 year ago||90:10||73:27||89:11||78:22||86:14||84:16|
|Average % saving (branded)||31.6%||36.3%||34.2%||28.5%||32.2%||31.9%|
|Average % saving (o/l)||22.2%||27.8%||26.6%||23.1%||25.0%||29.3%|
Published in The Grocer, 14 December 2016.