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52% Of Shoppers Are Basing Their Meals Around Promotions – IGD

December 11, 2012
Written By

Consumers are changing their meal plans to include products on promotion, according to a new study by IGD Shopper Vista. 

Over half (52 per cent) of shoppers are using a variety of food retail formats to take advantage of different promotions.

The IGD research also revealed that better-off families and young consumers (25-34 age group) are most likely to make shopping choices based on promotions. A third (33 per cent) of those surveyed admitted they were choosing to shop at retailers where they knew they would save money on their weekly grocery shop.

Over four in ten (43 per cent) shoppers said they were freezing more of the fresh items they buy on multi-buy in order to increase the shelf life of the product. Meanwhile, 35 per cent of shoppers said they’re planning more meals according to the dates on multi-buy fresh food.

Online shopping has provided shoppers with the ability to carry out competitor monitoring activities before completing the weekly food shop. “We have become a nation of savvy shoppers as austerity has become the ‘norm’,” said Joanne Denney-Finch, chief executive of IGD. “We are shopping around more and also making the most of the different offers available to us.”

To meet the business requirement of retailers needing to monitor their competitors’ promotions, Profitero developed a promotions feature to help companies to carry out competitor monitoring on promotions more effectively. Our comprehensive view allows clients to monitor promotions, promotional prices and promotion messages efficiently. Click here to learn more about this Profitero functionality.

© 2012 Profitero

About Profitero

Pricing intelligence company Profitero provides retailers with actionable price intelligence data, monitoring over 50 million products across 4,000 eCommerce retailers every day, observing pricing, promotions and stock availability. We work with the world’s leading retailers, enabling them to acquire new customers and grow profit margins by monitoring and responding to changes in competitor pricing and promotional activity as they happen. For more information on Profitero price intelligence and competitor monitoring, visit or email

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