Retailers try to keep us sweet in Christmas run-up
A study carried out by retail magazine Checkout and OBK Accountants found that confectionery, biscuits, and crisps/snacks were the ‘most promoted’ categories of food by shops in the Christmas rush.
The report, which examines the brands and product categories that appeared most in publicly available retailer material in the final quarter of last year, found that, after confectionery, biscuits, and crisps/snacks, carbonated soft drinks were the fourth most promoted item, followed by frozen meat/fish/chicken and yogurts/desserts.
The review of more than 4,000 promotions, which also covers the Halloween period, was conducted between October 1 and December 31 last year. It found that branded goods accounted for 37% of advertised promotions during the period, up from 34% in the previous quarter.
Non-food items accounted for 20% of promotions, down from 28% the previous quarter; while off-licence promotions jumped from 14% to 18%; and private labels had a small increase from 12% to 13%.
Cadbury was the brand that appeared most in promotional activity in the fourth quarter of last year, followed by Bird’s Eye and McVities.
Commenting on the study, Aidan O’Byrne of OBK Accountants/The Food Accountants and author of the report said that, regardless of what was being promoted by retailers, the fact that such discounts were being offered could only be good news for consumers.
“The level of promotional discount being given by Retailers continues unabated, which is great news for consumers but not so great for FMCG manufacturers and distributors who fund the promotions,” said Mr O’Byrne.
Retailers also hit the headlines when some advertised promotions offered fruit and vegetables for as little as 9c
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