How much of your promotional volume
is incremental to the category?

Choose the % discount
to return best value:

How much of your promotional volume
is incremental to the category?

  • W1
  • W3
  • W5
  • W7
  • Base
  • Subsidised
  • Cannibalised
  • Stolen
  • Expansion

Base

Brand volume purchased at full price.

Subsidised

Brand volume that shoppers would have purchased if the deal wasn’t running.

Cannibalised

Volume stolen from other brands in the manufacturer’s portfolio.

Stolen

Volume stolen from competitor brands.

Expand

Expanded volume. Genuine growth for the category.

What impact might this have
on shopper spend?

find out

Typically as discount increases, this
negatively impacts shoppers’ category spend

  • 10-20%
  • 20-30%
  • 30-40%
  • 40-50%
  • 50% +

Data

Data taken from an average of over 40,000 branded grocery promotional events in the
last 2 years.

Data

Data taken from an average of over 40,000 branded grocery promotional events in the
last 2 years.