date:Jul 21, 2014
ods sold on promotion in the last year; it increased promotions by 4.8% to 21%.
However, volume sales declined by 2.2%.
The alcoholic drinks category increased its promotional intensity by 2.8% to 35% and remains the most promoted category in Europe.
Although this assisted a 2.5% increase in value sales, sales volumes declined by 0.1%.
A culture of price wars is developing across Europe, forcing analysts to question how retailers will maintain their margins in the long-term.
The categories