Promotional pressure

The share of a category's or a market's sales made on promotion.

Why it matters

High promotional pressure trains shoppers to wait for deals and makes it harder for brands to sell at full price.

Example

In Italy, 25.0% of grocery sales were made on promotion in the first half of 2026 (GDONews on NielsenIQ, 20 Aug 2026). In France the law caps promotions at 34% of the price and 25% of the agreed volume for food (DGCCRF, 2025).