For regular readers of supermarket leaflets this piece of news may not come as a surprise: The percentage of FMCG sold on promotion is on the rise in most European markets. With the exception of France, where promotions remained fairly stable just below 20% of value, the share of promoted sales has increased, sometimes by more than five points over the past five years.
Take the example of the Netherlands: The substantial increase in Private Label share (about 10% over the past six years) and the six percent increase in promotions combined have shaved more than 15% off branded value sales.
Across Western Europe, about 3 of 4 items sold are either a Private Label or a discounted brand. In the UK today, less than 1 in 5 items sold is a national brand at its regular price.