A quarter of a billion more on promotion. How much is new business?

Last month UK shoppers spent over £250 million more on promotions than a year earlier, while total grocery sales grew just 1%. But how much of that is new business? Matilda explains the seven sources every promoted sale comes from, and why only a small share is genuinely new demand. She then looks at Lidl's £75 million Christmas loyalty push, PepsiCo's price cuts of up to 15%, the rise of Tesco Finest and Tesco's new influencer ads. And she ends with the question every commercial team should ...