Circana identified that 57% of the manufacturer’s promotions eroded the category. The Price and Trade Advantage™ analysis also identified that promotions on-shelf were not yielding any revenue and that promotions on-display were a lot more effective. Circana recommended a reduction in on-shelf promotions and an increase in on-display promotions, as well as consumer preferences toward BOGOF* and round £ (versus price cuts) promotion mechanics.