The excess of promotional activities in the fast-moving consumer goods (FMCG) market is plain to see. Sales on promotion have increased compared to last year and account for almost one third of total sales. Moreover, the picture varies across Europe with significant differences between individual countries. The UK displays the largest share of sales on promotion at more than half of all FMCG sales, while Germany has the smallest share (Figure 1).

Figure 1 – Volume sales on promotion by country

Source: IRI

As can be seen in Figure 2, Spain and Italy have the highest growth rates in volume sales on promotion, undoubtedly reflecting the fact that these countries have been the worst hit by the economic recession.

Figure 2 – Variations in volume sales on promotion by country

 

 

 

 

Source: IRI