Five key figures for the first half of 2021

Five key figures for the first half of 2021
  • +8%
This is the evolution of promotional pressure on FMCG and self-service fresh produce in the first half of 2021 compared to last year. It has exploded by +20% for supermarkets dominated by own brands. Hypermarkets and supermarkets have a more moderate increase, respectively +3% and +10%. In total for the mass retail sector (food + non-food), promotional pressure has increased by +7%.

  • 17%

This is the share of voice of the Carrefour brand, which is in first place in the FMCG self-service category, despite a loss of 1.6 points compared to the previous half-year. The top three are completed by Leclerc (14%, down 1.0 point) and Intermarché (13%, down 1.0 point). Système U, which has a 9% share of the vote, posted the strongest increase with + 1.3 points. Its promotional pressure rose by 24%, mainly due to the end of its leaflets in spring 2020, without any digital relay.

  • +8,2%

Liquids saw their promotional pressure increase by +8.2% in the first half of 2021 compared to last year. This is the second highest increase after savoury (+12.6%) within the total food + non-food perimeter.

  • 42%

With a score of 42%, the liquids category has the highest replication rate of prospectus references on drive sites. A peak was observed in February, with one product out of two replicated online. In the overall food + non-food market, the replication rate for this first half-year is 34%.

  • +9%

This is the evolution of the number of operations concerning beer fairs in the first half of 2021 compared to last year. Conversely, the number of operations for wine fairs has fallen by 5. From now on, these two events will each have the same number of operations, i.e. 25.

 

https://www.rayon-boissons.com/distribution/le-bilan-promo-du-premier-semestre-2021-en-cinq-chiffres-cles

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