Case Study
Face-to-Face Consumer Interviews For Havering Council
\r\noffering you all the retail insights to\u2026","icon":"iconNewprojectuZonline","slug":"online-price-promotion-tracking","url":"https:\/\/www.assosia.com\/product\/online-price-promotion-platform","products":[{"id":2807,"title":"Online Price & Promotion Platform","url":"https:\/\/www.assosia.com\/product\/online-price-promotion-platform"}]},"insight":{"id":4,"title":"Insight","subtitle":"Through our range of services and programmes, Assosia can provide you and your
\r\ncompany with the insight you need to plan your pricing and promotional strategies, in-store
\r\nactivities and keep ahead of your competition.","icon":"iconProjectGraph","slug":"insight","url":"https:\/\/www.assosia.com\/services\/insight","products":[{"id":100,"title":"Price & Promotion Tracking","url":"https:\/\/www.assosia.com\/product\/price-promotion-tracking"},{"id":1873,"title":"Retail Competitor Analysis","url":"https:\/\/www.assosia.com\/product\/retail-competitor-analysis"},{"id":104,"title":"Consumer Insight","url":"https:\/\/www.assosia.com\/product\/consumer-insight"},{"id":105,"title":"Consumer Research","url":"https:\/\/www.assosia.com\/product\/consumer-research"},{"id":106,"title":"Retail Market Research","url":"https:\/\/www.assosia.com\/product\/retail-market-research"},{"id":107,"title":"Promo Dynamic Surveys","url":"https:\/\/www.assosia.com\/product\/promo-dynamic"},{"id":108,"title":"Mystery Shopping Services","url":"https:\/\/www.assosia.com\/product\/mystery-shopping"},{"id":109,"title":"Online Consumer Surveys","url":"https:\/\/www.assosia.com\/product\/online-consumer-surveys"}]},"retail-auditing":{"id":5,"title":"Retail Auditing","subtitle":"Working in collaboration with both retailers and manufacturers\/suppliers, Assosia are able to provide full in-store monitoring and compliance services to meet your exact needs.
\r\n","icon":"iconProjectSearch-engine","slug":"retail-auditing","url":"https:\/\/www.assosia.com\/services\/retail-auditing","products":[{"id":111,"title":"Retail Audits","url":"https:\/\/www.assosia.com\/product\/retail-auditing-company"},{"id":112,"title":"Promotional Compliance Audits","url":"https:\/\/www.assosia.com\/product\/promotional-compliance-audits"},{"id":113,"title":"On-Shelf Availability Studies","url":"https:\/\/www.assosia.com\/product\/on-shelf-availability-studies"},{"id":114,"title":"Retailer Range Reviews","url":"https:\/\/www.assosia.com\/product\/retailer-range-reviews"},{"id":115,"title":"Merchandising \/ POS Placement","url":"https:\/\/www.assosia.com\/product\/merchandising-pos-placement"},{"id":102,"title":"Retail Analysis","url":"https:\/\/www.assosia.com\/product\/retail-analysis"}]},"benchmarking":{"id":6,"title":"Retail Benchmarking","subtitle":"Focus on brand positioning, gap analysis & sales vs space studies","icon":"iconProjectRuler","slug":"benchmarking","url":"https:\/\/www.assosia.com\/services\/benchmarking","products":[{"id":116,"title":"Range Benchmarking","url":"https:\/\/www.assosia.com\/product\/range-benchmarking"},{"id":117,"title":"Competitive Price Benchmarking","url":"https:\/\/www.assosia.com\/product\/price-benchmarking"},{"id":118,"title":"Space vs Sales Studies","url":"https:\/\/www.assosia.com\/product\/space-vs-sales-studies"}]},"quality-assurance":{"id":7,"title":"Quality Assurance","subtitle":"Total support for crisis management, product recalls & customer complaint management","icon":"iconProjectProtected","slug":"quality-assurance","url":"https:\/\/www.assosia.com\/services\/quality-assurance","products":[{"id":119,"title":"Crisis Management","url":"https:\/\/www.assosia.com\/product\/retail-crisis-management"},{"id":120,"title":"Product Recall Assistance","url":"https:\/\/www.assosia.com\/product\/product-recall-assistance"},{"id":121,"title":"Customer Complaint Collections","url":"https:\/\/www.assosia.com\/product\/customer-complaint-collections"}]},"sampling-monitoring":{"id":8,"title":"Product Sampling and Monitoring","subtitle":"We are global specialists in product sampling and competitor monitoring. We go to stores and collect product samples so our clients can accurately evaluate their national and international brand integrity. Our in-depth analyses also provide critical insights for new product development (NPD) initiatives and trade age studies.","icon":"iconProjectEye","slug":"sampling-monitoring","url":"https:\/\/www.assosia.com\/services\/sampling-monitoring","products":[{"id":123,"title":"Product Sampling Across Global Trade Markets","url":"https:\/\/www.assosia.com\/product\/global-trade-sampling"},{"id":124,"title":"Global Ad-Hoc Product Procurement","url":"https:\/\/www.assosia.com\/product\/global-ad-hoc-product-procurement"},{"id":125,"title":"Product Retrieval","url":"https:\/\/www.assosia.com\/product\/product-retrieval"},{"id":126,"title":"Competitor Monitoring and Sampling Activity","url":"https:\/\/www.assosia.com\/product\/competitor-monitoring-and-sampling"},{"id":127,"title":"Finished Product Quality Monitors","url":"https:\/\/www.assosia.com\/product\/finished-product-quality-monitors"},{"id":128,"title":"Product Trade Age Studies","url":"https:\/\/www.assosia.com\/product\/product-trade-age-studies"},{"id":129,"title":"New Product Development","url":"https:\/\/www.assosia.com\/product\/new-product-development"},{"id":130,"title":"Sensory\/Evaluation Testing","url":"https:\/\/www.assosia.com\/product\/sensory-evaluation-testing"}]}};
As Mars warns Brexit could push up the price of its bestselling chocolate bars, latest data reveals confectionery brands have already made big cuts to supermarket promotions.
There were 105 featured space promotions for Mars products in the mults last month, down 53.9% year on year, while Nestle deals were down 35.9% at 221.
Both brands have also cut average savings – which are down 1.3% for Mars and 3.1% for Nestle compared with last year.
“Cadbury is the only confectionery brand to show an increasing number of promotions, up by 27% to 445 in 2017 compared to 394 in the same period in 2016,” says Assosia director Kay Staniland.
“But again whilst consumers seem to have a lot of choice with Cadbury, it is reducing the savings – down 5% on last year. ”
All three chocolate brands ramped up promotional activity in the till aisle ends, with Mars (up 5.1%) showing the biggest increase, followed by Cadbury (4.4%) and Nestle (2.5%).
“Over the last 18 months, retailers have moved away from the ‘unhealthier’ items being on display on the actual till locations, so it would appear that confectionery brands are pushing for these promotional locations as the next best option.”
There was also a big shift away from multibuy deals towards single price point promotions by the three major confectionery brands. “Cadbury uses X for Y in only 14% of its promotions (down 23.2%), Nestle has both bogof and X for Y at 22.1% (down 16.2%) and Mars recorded 6.7% of multibuy offers (down 23.6%),” adds Staniland.
In total, confectionery brands increased their share of featured space promotions to 8.4% , up marginally from 7.9% last year, but average savings were down 5.7% year on year.
Speaking to the American Chamber of Commerce in Brussels on Friday, Fiona Dawson, head of Mars Food, said confectionery would face a 30% tariff is the UK failed to secure a free-trade deal with the EU post-Brexit. It would have to pass on those costs as price rises to consumers, she warned.
4 weeks to 05/03/2017 | ||||||||
Ranking | Rank last month | Brand | Number of promotions | Increase / Decrease on previous month | Increase / Decrease on previous year | Average % saving | Average savings % change m-o-m | Average savings % change y-o-y |
1 | 1 | Cadbury | 445 | 23.27% | 12.94% | 27.1% | -2.6% | -5.0% |
2 | 2 | McVitie’s | 243 | 8.97% | 1.67% | 34.8% | 5.0% | 0.9% |
3 | 3 | Birds Eye | 235 | 7.31% | 21.76% | 33.6% | -1.7% | -0.2% |
4 | 4 | Nestle | 221 | 19.46% | -25.84% | 34.2% | -2.3% | -3.1% |
5 | 6 | Walkers | 149 | 23.14% | 23.14% | 35.0% | -1.1% | 0.3% |
6 | 7 | Mr Kipling | 129 | 14.16% | 19.44% | 33.6% | -0.7% | -0.6% |
7 | 5 | Coca-Cola | 117 | -15.83% | -33.90% | 31.9% | 3.7% | -3.8% |
8 | 8 | Kellogg’s | 110 | 1.85% | -26.67% | 38.9% | -3.0% | -2.5% |
9 | 9 | Mars | 105 | 1.94% | -53.95% | 37.9% | 2.9% | -1.3% |
10 | 12 | Heinz | 95 | -4.04% | -12.04% | 27.9% | -1.6% | 2.1% |
Total o/l | 1684 | -5.50% | -7.57% | 26.4% | -0.3% | -1.0% | ||
Total brands | 9858 | -0.30% | -3.39% | 31.8% | -0.5% | -1.7% | ||
Total | 11542 | -1.10% | -4.02% | 31.0% | -0.5% | -1.6% |
Published in The Grocer, 16 March 2017