Following the launch of its ‘Nectar Prices’ scheme in April, Sainsbury’s is expanding the initiative by introducing offers on dairy and bakery products for the first time.
Dairy products now offering Nectar Prices discounts include Cathedral City mature cheese (usually £4.75, Nectar Price £2.75), Philadelphia cheese (usually £2.20, Nectar Price £1), Yeo Valley organic semi-skimmed milk (usually £2, Nectar Price £1) and Lurpak 500g butter (usually £5, Nectar Price £3.25).
And prices have been cut on a range of branded bakery products, including Soreen fruit loaf (usually £1.50, Nectar Price £1) and Warburtons bagels (usually £1.85, Nectar Price £1).
Several Sainsbury’s own-label lines have also been included in the latest round of reductions.
The expansion means Sainsbury’s now has over 900 products included in Nectar Prices, spanning categories including health & beauty, confectionery and snacking, beers, wines and spirits, household, baby and pet and food cupboard items, as well as the latest addition of dairy and bakery.
The supermarket stated that it would continue to add products to the Nectar Prices scheme as it looks to offer shoppers better value year-round.
Along with other chains, Sainsbury’s has been cutting the price of its own-label dairy and bakery lines in recent weeks to reflect falling commodity prices.
Recent industry data from Kantar showed Sainsbury’s outperforming key rival Tesco, with sales growth of 10.5% over the 12 weeks to 14 May and its market share holding steady at 14.8%.
NAM Implications:
- First-party data should help define an optimal mix of products…
- …from both Sainsbury’s and the shopper’s point of view.
- As could the other mults…
