Half of the money shoppers spent on brands last year was at a discount
Did this affect their behaviour? Absolutely. But not in the way that most people expect.
Based on our consumer panels, we know that promotions do not recruit shoppers in the longer term.
But they do influence choices in the shorter term.
We know that nearly half of deals last year actually encouraged shoppers to spend less on the category than they would have done otherwise. Kantar can help you understand which half and why.