Price promotion going crazy

Can price promotions really be effective when they account for more than 50% of sales volumes ? If they are, what does that say about brand loyalty and product value ?

IRI has now issued figures for the amount of food and drink sold on promotion across Europe in 2015. The share has increased in every country. The European average was 28.7%. And the national breakdown shows huge contrasts.

• Germany 14.3%
• France 19.3%
• Spain 21.4%
• Italy 33.9%
• United Kingdom 53.7%

So price promotion is now the rule in Britain, not the exception.