Data on Those Deep Discounts

IRI's new Price & Promotion report looks at trends in pricing and promotion of fast-moving consumer goods (FMCG) in Europe, including the UK. It provides marketers, manufacturers and retailers with valuable insights, enabling them to benchmark trends and plan future paths for growth, according to the company.


Promotional activity across Europe is static, but the UK tops the the list in promotions, with over half of all goods sold on promotion (54.6%, a 0.6% rise). Unfortunately, the UK has also reported a drop in both sales value and volume. All categories in the UK had promotional activity rates of 44% or more, with three categories at 64% and over. Soft drinks was the most heavily promoted, followed by personal care and confectionery.


Latest IRI data (since the report) suggests that things are changing with the UK FMCG sector trying to reduce promotional activity across brands and private labels, with levels falling month on month. Prices across Europe saw little change – just +0.3%. Value of food sales across Europe increased 0.5% to €276.3 billion, but with food sales down in half of the countries measured.
Food sales overall saw only small increases, which suggests that low prices, driven by the price wars in the UK, France and Spain, are not necessarily driving sales growth.