Case Study
Face-to-Face Consumer Interviews For Havering Council
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The price war announced by Morrisons CEO, Dalton Philips, two weeks ago appears to have got off to a slow start. This has lead to more than one rival supermarket to question whether this is anything more than the regular “cut and thrust” of supermarket price & promotion antics.
Philips promised to run fewer but more targeted promotions. The latest Grocer 33 pricing survey (pxx) actually shows an increase in the number of promotions but not much in the way of the deeper discounts Philips was promising on targeted lines. There was also little sign of an impending price war in the featured space promotions of Morrisons in the four weeks up to 16 March (the Morrisons announcement was on 13 March).
We provided data to The Grocer in order to identify the number of monthly instore promotions. Our analysis revealed that these stayed flat
Assosia’s MD, Kay Staniland, belivels that “this is an indication they are taking the price war seriously.”
4 weeks to 16th March 2014 | ||||||
Asda | Co-op | Morrisons | Sainsbury’s | Tesco | Waitrose | |
Number of offers | 1918 | 798 | 2219 | 2704 | 2248 | 1173 |
Number last month | 1873 | 796 | 2216 | 2693 | 2228 | 1172 |
% change m-o-m | 2.40% | 0.25% | 0.14% | 0.41% | 0.90% | 0.09% |
Number last year | 1688 | 980 | 2116 | 2452 | 2239 | 1180 |
% change on last year | 13.63% | -18.57% | 4.87% | 10.28% | 0.40% | -0.59% |
Average start price (£) | £3.41 | £3.95 | £4.55 | £5.94 | £4.01 | £6.59 |
Typical Average £ saving | £1.36 | £1.60 | £1.85 | £2.34 | £1.69 | £2.22 |
Typical Average % saving | 27.64% | 34.65% | 35.14% | 31.10% | 33.04% | 31.38% |
Average % saving last month | 27.57% | 38.07% | 36.50% | 31.36% | 33.42% | 29.47% |
% savings change m-o-m | 0.25% | -8.99% | -3.73% | -0.81% | -1.12% | 6.47% |
Average % saving last year | 28.13% | 36.02% | 35.45% | 34.89% | 31.51% | 30.01% |
% savings change on last year | -1.74% | -3.78% | -0.87% | -10.86% | 4.85% | 4.56% |
Current Brand:own-label ratio | 84:16 | 74:26 | 88:12 | 78:22 | 80:20 | 81:19 |
Ratio 1 year ago | 85:15 | 78:22 | 86:14 | 74:26 | 82:18 | 81:19 |
Average % saving (branded) | 28.88% | 37.45% | 36.33% | 32.32% | 35.08% | 31.41% |
Average % saving (o/l) | 20.29% | 26.72% | 26.33% | 26.74% | 25.04% | 31.25% |
Published in The Grocer, 28 March 2014