Categories
Q4 is the last quarter of the Financial Year that brings in a lot of seasonal and YoY changes and shifts in all industries.
In the following Analysis, we cover promotional changes and shifts observed in the Retail Sector in KSA.
Comparison against Q4 2021
*Based on promotions published on ClicFlyer App
A 10.3% growth in Flyer Promotions has been observed from Q4 2021 to Q4
2022.
• The total offers in KSA grew by 5.4% as compared to Q4 2021.
Health and Beauty Promotions dropped by anotable 35% on a YoY basis. The promotions for remaining categories remain comparatively consistent.
• A spike in promotions for Home, Furniture & pets was observed.
Q4 Analysis
| Category | Subcategory | Category share (In %) | Most Promoted Items |
| Frozen Food | Ready To Eat | 49% | Marinated & Breaded, Frozen Burger, Frozen Fries & Onion Rings, Frozen Pizzas, Wraps, Sandwiches, Frozen Franks & Hotdogs |
| Baby & Mom | Baby diaper | 46% | Baby diapers |
| Bakery | Arabic Sweets, Cake & Pastries | 66% | Biscuits & Rusks, Halawa,Mammoul,Cakes & Muffins,Pastry,Croissant, Puffs & Rolls |
| Beverages | Tea & Coffee | 42% | Coffee, Coffee Beans, Tea, Tea Bags |
| Confectionary, Snacks | Chocolates & Candies and Biscuits, Cakes |
81% | Cookies & Biscuits,Cakes & Croissants,Wafers,Chocolates |
| Dairy | Cheese & Cream | 55% | Deli & Speciality Cheese,Cooking Cream, Thick Cream, Sour Cream,Grated & Shredded Cheese,Cheese Portions & Blocks |
| Electronics | Kitchen Appliances & Mobile, Accessories |
50% | Kettle & Coffee Makers,Juicers, Mixers, Grinders,Food Processors & Choppers,Mobile Phones,Mobile Accessories |
Although in beverages, Tea and Coffee were the most promoted items in Q4, there was an overall decline in Tea and Coffee promotions by 6% on a YoY basis.
• Barbecue & charcoal and Bed & Living showed a major increase in promotions by 326.52% and 104.53% as compared to Q3.
• An increase in Lawn and gardening and outdoor sports items was also noted.
Promotional Activity for Special Events
3 Major events from Q4 i.e., End of Year Promotions, Winter and BBQ promotions and White Friday Promotions made up for 9.8% of total promotions in Q4 2022.
• Out of the three major events, End of Year promotions accounted for almost half of promotions for special events.
• During End of Year sale, Television & accessories, small home appliances, make-up products, Ready to Eat Items and trolley bags showed a noteworthy increase in promotional activity.
Search Activity Analysis
Oil & ghee, Rice, Laundry products, Fresh Vegetable and Eggs
were the top 5 searched items during Q4.
• There was a significant increase by 31% in search activity for Eggs as compared to Q3.
ClicFlyer is a Retail Analytics company that helps businesses make Data-Driven decisions by providing Buisiness Intelligence tools and other Analytics services. We provide real-time data into customer behaviour and promotional performance and also create detailed reports and visualizations that can be used to improve promotional strategies and ROI.
For more information, reach out to sales@clicflyer.com
