The retailer is moving away from volume-based promotions in favour of clearer, everyday value i.e reflecting how households are rethinking what “a good deal” really means.
What this change tells us about shopper behaviour:
-
Simplicity over complexity: Shoppers increasingly prefer clear pricing to conditional offers.
-
Less stockpiling, more control: Households are buying what they need, when they need it.
-
Value without pressure: Promotions that force volume no longer align with cautious spending.
-
Trust through transparency: Straightforward pricing builds confidence and loyalty.
Across Europe, consumers are stepping back from “more for less” mechanics and leaning toward clarity, predictability and fairness. In this environment, decisions are often made at home, where offers are reviewed calmly, not under pressure.
As promotional strategies simplify, clear in-home communication becomes even more important. Printed leaflets and doordrop media help households understand value on their own terms — supporting confident, planned purchasing.