Deals start to dry up at the mults as % savings also fall
The Grocer
Shoppers were faced with a dearth of deals last month,with both the number of offers and savings down across the major supermarkets, latest data reveals.
Almost all the major mults cut the number of featured space promotions in stores last month, with the exception of the Co-op, where deals were up by 0.85% month on month [Promo Dynamic Retailers, 4 w/e 12 February 2017].
Average % savings were also down across the board compared with the previous four-week period, with the exception of Morrisons (up 3.4%) and Sainsbury’s (2.1%).
Most supermarkets also offered fewer featured space promotions than last year, with the exception of the C-op (up 7.8%) and Sainsbury’s (10.4%), while Asda was the only major mult to offer a higher average % saving (11.8%) than a year ago.
“With a lot of uncertainty in overall product pricing and changes in promotional strategies, it’s not surprising to see both the number of offers available and % savings down,” says Assosia director Kay Staniland.
“Asda and Tesco show significant drops in the number of offers, down over 7% and 6% respectively in the same periods year on year, with Waitrose showing the greatest decline of 10%. Sainsbury’s shows average savings down 7.2%, Tesco down just over 9% and Waitrose 18.2% less than last year.”
The majority of retailers continue to show “clear moves” towards increased single promotional price points, such as price cuts, half-price or special purchase deals, Staniland adds.
“Morrisons and Tesco have around 85% of their offers on single price point promotions, while Sainsbury’s is leading the way with 91.3%.”
Waitrose and Asda bucked the trend, with single price points accounting for 78% of total featured space promotions in Waitrose, down from 94% last year, and 70.71% of deals in Asdam down from 71.98%.
Featured Space Analysis Conducted by Assosia Ltd
| Asda | Co-op | Morrisons | Sainsbury’s | Tesco | Waitrose | |
| Number of offers | 2351 | 828 | 2148 | 2734 | 2156 | 1346 |
| Number last month | 2358 | 821 | 2195 | 2888 | 2235 | 1393 |
| % change m-o-m | -0.30% | 0.85% | -2.14% | -5.33% | -3.53% | -3.37% |
| Number last year | 2530 | 768 | 2196 | 2476 | 2300 | 1496 |
| % change on last year | -7.08% | 7.81% | -2.19% | 10.42% | -6.26% | -10.03% |
| Average start price (£) per UNIT | £2.48 | £2.97 | £2.57 | £3.26 | £2.86 | £4.19 |
| Typical Average TOTAL £ saving | £1.38 | £1.39 | £1.41 | £1.29 | £1.37 | £1.84 |
| Typical Average TOTAL % saving | 30.4% | 33.1% | 33.9% | 28.6% | 32.0% | 31.6% |
| Average % saving last month | 30.9% | 33.6% | 32.8% | 28.0% | 32.1% | 33.2% |
| % savings change m-o-m | -1.45% | -1.64% | 3.40% | 2.12% | -0.34% | -4.80% |
| Average % saving last year | 27.2% | 34.7% | 34.6% | 30.8% | 35.2% | 38.6% |
| % savings change on last year | 11.78% | -4.71% | -1.98% | -7.19% | -9.13% | -18.21% |
| Current Brand:own-label ratio | 92:08 | 72:28 | 89:11 | 79:21 | 84:16 | 86:14 |
| Ratio 1 year ago | 89:11 | 73:27 | 89:11 | 80:20 | 83:17 | 91:09 |
| Average % saving (branded) | 31.2% | 34.7% | 34.6% | 29.7% | 32.9% | 31.6% |
| Average % saving (o/l) | 21.6% | 28.8% | 28.3% | 24.0% | 27.0% | 31.5% |
Published in The Grocer, 02 March 2017