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Analysing Promotional Strategies on Sanitary Protection Products During 2013

By admin

This Insight from Brand View focuses on promotions in the Sanitary Protection category during the second half of 2013. The category overall has seen a 12 per cent increase in the number of days on promotion during Q3 (July – Sept 2013) and Q4 (October – December 2013).

There has been a 26 per cent increase in the number of days on promotion for Liners, and a 20 per cent increase in the Towels sub-category. Tampons, however, have remained on promotion at a similar level across both quarters, while there has been a 13 per cent decrease in the number of days on promotion for Incontinence products.

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Looking deeper into the types of promotions during this date range, there has been a steep increase in the number of Multibuy promotions during Q4, with the addition of 3000 days of Multibuy promotions across the category. In particular, 3 for 2, Buy 2 for Discount and Buy 3 for Discount have all seen a sharp increase in Q4.

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If we take a look at the most promoted sub-categotry in Sanitary Protection, Liners has seen a particular increase in the number of Multibuy promotions, including a 55 per cent increase in the number of days on promotion with the Buy 3 Products get Cheapest Free mechanic. This increase is due to Tesco promoting around 350 lines with an Any 3 for 2 Cheapest Product Free mechanic which ran across all sub-categories in Sanitary Protection.

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Interestingly, in the second most promoted sub-category in Q4, Towels has seen a decrease in Buy 3 Products get Cheapest Free, instead there has been a focus on Buy 2 for Discount and Buy 3 for Discount promotional mechanics with a 67 per cent and 50 per cent increase respectively.

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When looking at these growth sectors across the Top 4 retailers (Tesco, Asda, Sainsbury’s and Morrisons), there seems to be a similar trend.

Asda has seen a decrease in the frequency of promotions in both the Liner and Towels sub-categories during Q4. Tesco has seen a 30 per cent increase in both sub-categories, while Sainsbury’s focussed on promotional frequency on Liners rather than Towels. Morrisons provided the greatest increase in promotions on Liners at 87 per cent, however a smaller increase was reflected in Towels.

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