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Retail Intelligence

Confectionery, Biscuits The ‘Most Promoted’ Categories In Run Up To Christmas

By Publications Checkout
Confectionery, Biscuits The ‘Most Promoted’ Categories In Run Up To Christmas

Confectionery, Biscuits and Crisps/Snacks were the ‘most promoted’ product categories in the run up to Christmas 2014, according to the latest ‘Retailer Promotional Review’, prepared for Checkout by OBK Accountants/The Food Accountants.

The report, which examines the brands and product categories that appeared most in publicly available retailer material in Q4 2014, found that Carbonated Soft Drinks (4th most promoted), Frozen Meat/Fish/Chicken (5th) and Yoghurts/Deserts (6th) were also strongly promoted in the last quarter of the year; a period that also includes the busy Halloween shopping period.

The ‘Retailer Promotional Review’ is compiled following a survey of over 4,000 promotions appearing in publicly available promotional material between 1 October 2014 and 31 December 2014.

Branded goods accounted for 37% of advertised promotions during the period, up from 34% in Q3. Non-food items however, accounted for 20% of promotions, down from 28% in Q3, while Off-Licence (18%, up from 14%) and Private Label (13%, up from 12%) see small increases.

Aidan O’Byrne of OBK Accountants/The Food Accountants, the report’s author (pictured), commented, “The level of promotional discount being given by Retailers continues un-abated which is great news for consumers but not so great for FMCG manufacturers and distributors who fund the promotions.”


In addition, Cadbury was the brand that appeared most in promotional activity in Q4, followed by Birds Eye and McVities.

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© 2015 - Checkout Magazine by Stephen Wynne-Jones

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