Prices decreased in 2025 in product groups where a significant reduction in sale “offers” was recorded, according to data by Circana. At the same time, in products that showed an increase in sale offers, an increase in prices was also recorded in 2025 compared to 2024.
Is this a coincidence? Data show that the Code of Conduct for Offers, which has just completed one year of application in supermarkets and aims to limit misleading offers and fictitious discounts, in combination with other measures taken by the Development Ministry, caused a decrease in the price per unit, at least as far as branded products are concerned.
Circana data showed the overall percentage of sales of branded products made under promotional campaigns fell by 28.1% in 2025 from 28.8% in 2024. However, there are significant differences between the three major supermarket product groups. The largest reduction in promotional intensity was recorded in personal care products (shampoos, shower gels, toothpaste etc.) with the percentage of sales under promotion falling in 2025 to 27.5% from 32.4% in 2024. In this category the practice of “1+1” type offers was common. This product group also recorded the largest price decrease in 2025, by 1.9% compared to 2024.
Figures further revealed a significant decline in offers in the case of detergents and household cleaners, also a category that before the implementation of the Code of Conduct had shown high promotional intensity. The percentage of sales under offers in this category fell in 2025 to 25.6% from 30.2% in 2024, with prices in the same period decreasing by 1%.
But an increase in both offers and prices was recorded in the food category. The percentage of sales under offers in branded food rose in 2025 to 28.7% from 28.2% in 2024, with prices in the category increasing by 2.4%.
Meanwhile, price decreases were recorded in the subcategories of personal care products (-2.7%), other cleaning products (-1.9%), personal hygiene (-0.8%) and household cleaning goods (-0.8%).