Sainsbury's phasing out multi-buy promotions to cut regular prices

Sainsbury's has confirmed it is deliberately phasing out multi-buy promotions in favour of cutting regular prices as the supermarket group adapts to changing consumer spending patterns.

The FTSE 100 grocer said it had removed more than 50% of multi-buy promotions from its shelves since March 2015 in favour of a policy of lower regular prices.

By August this year, the "vast majority" of two-for-one or three-for-two type promotions will be phased out across Sainsbury's grocery business in-store and online, across its full range of branded and own-brand soft drinks, confectionery, biscuits and crisps.

Austerity has gripped the British consumer, with Sainsbury's identifying a definite trend away from multiple product purchasing towards more single-item purchasing.

Claiming to be the first grocer to introduce changes of this scale, Sainsbury's said research among its customers had shown multi-buys were "out-of-step with today’s shopping habits" with such offers making shoppers feel they are spending more than they need to.

"Customer shopping habits have changed significantly in recent years, with people shopping more frequently – often seeking to buy what they need at that moment in time," said food chief Paul Mills-Hicks.

"By replacing multi-buy promotions with lower regular prices, we are making it easier for customers to buy the products they need, in the quantities they need, without having to buy multiple items to enjoy great value."

The company said customers had also objected on grounds of waste, with independent research finding average UK household with children spends £700 per year on food that could be eaten, but is instead thrown away.