Retail promotion budgets in Germany 2015

For years, the trend in promotions was clear: The store brand is king. In 2015, we could see a change in this rule in German retail for the first time. The budgets for promotions of store brands were cut significantly in 2015 compared to 2014. Major brands did not only catch up, in some places they reversed their roles. We closely watched how German retailers distributed their budgets for promotions.

Continue reading