In the UK, for every £100 sold on promotion, £44 comes from competitors and only £6 adds net value to the category. This means only half of promotional sales (£44 + £6) truly benefits suppliers. Similar patterns are seen across Europe, with the largest impact being shoppers switching to lower-priced offers, eroding category value. Deep optimisation focuses on identifying the revenue sources each promotion generates and directing budget towards packs, promo types, and tactics that drive category growth and shopper upgrading.

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