Walkers and Muller are most promoted top FMCG brands online, study reveals

Most promoted brands

Most promoted brands

Walkers and Muller have the highest number of promotions running across the five leading online supermarkets, according to analysis of the 10 most popular FMCG brands for the week commencing 13 May 2013 by pricing intelligence provider Profitero.

Based on Kantar Worldpanel’s recent baramoter of the UK’s most chosen FMCG brands, Profitero analysed 10 of the most popular brands – Warburtons, Heinz, Walkers, Hovis, McVitie’s, Bird’s Eye, Muller, McCain, Fox’s and Flora – to determine how these brands are being promoted at the five leading online supermarkets (Tesco, Sainbury’s, Ocado, Waitrose and Asda).

Warburtons, the most chosen UK FMCG brand, according to Kantar’s Brand Footprint ranking (selected an average of 23 times a year by 84% of the population), has the least number of promotions, with just one of its products currently promoted at two online supermarkets.

Of the five leading online supermarkets, Profitero analysis reveals Tesco is currently running the highest number of promotions, followed by Sainsbury’s and Asda, while Asda comes out top on price across seven of the 10 brands.

Volodymyr Pigrukh, CEO and co-founder of Profitero, said: “FMCG brands have many similar promotions running across each of the online supermarkets. Our intelligence provides a much needed monitoring service for brands to better understand how retailers price and promote their products, as well as providing critical insight into the price and promotional activity of competitive branded products. In today’s economic climate, it’s more important than ever for brands and retailers to understand the pricing strategies of their competitors so they can achieve stand out and offer even more attractive offers to the price conscious consumer.”

According to recent ShopperVista research from retail analyst IGD, shoppers are increasingly altering the structure of their weekly shops. IGD data shows the frequency of total grocery shopping is at a relatively high level, but rather than just buying a few items, more shoppers claim to be doing their main shop more often.

This is evidence of a new phenomenon – the ‘mini-main mission’. IGD suggests the desire for consumers to find the best deals and offers from different stores could be encouraging shoppers to do their main grocery shopping more often.