The latest IRI study highlights a drop in the proportion of FMCG volume sold on promotion in supermarkets across Europe; it declined by -0.7 point, compared to the previous year which registered 28.1% of sales purchased where trade promotions were available. IRI believes that this indicates the first serious pause in promotional escalation seen by the region since 2012 and is a sign that manufacturers are evaluating whether the high cost of promotions gives them sufficient returns in the form of increased sales and profit.
The report analyses price and promotions trends for seven countries in Europe (France, Germany, Greece, Italy, Spain, the Netherlands and the United Kingdom), as well as in the US and in Australia and New Zealand.
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