Sainsbury’s has stepped up its programme to remove multibuy promotions and has now phased out the offers completely.
The retailer has been removing multibuys from shelves over a two-year period and says that process is now complete, two months ahead of schedule.
It is replacing multibuys with more of an everyday low price position, which Sainsbury’s says is in response to changing shopper habits as people buy fewer items more frequently. There are also concerns about food waste and health-conscious living, which is driving people away from bulk buying.
Sainsbury’s commercial director for food, Paul Mills-Hicks, said:“We’ve worked hard to phase out multibuys as quickly as we could because our customers tell us they value choice and a simpler shopping experience. It’s very interesting to see people experimenting with new products and pack sizes now that they are not tied in to multibuys.
“It’s clear that shoppers are enjoying the freedom to make decisions about what they buy based on what they need, rather than what’s on offer. Customers are also telling us that ultimately they’re saving money because they’re wasting less and only buying what they need.'
Mills-Hicks added that multibuys are “out of step” with modern shopping habits and called on other retailers to follow its lead.
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