Following the CMA’s plans to take actions against supermarkets with misleading promotions, Sainsbury’s has unveiled plans to diminish multi-buy promotions across its grocery business by August 2016.

According to customer research from the grocer, multi-buys are out-of-step with today’s shopping habits, and Sainsbury’s customers have seemingly responded positively to the gradual removal of multi-buys over the last 12 months.

Britain’s second largest supermarket chain dubbed the move as a “continuation of Sainsbury’s pricing strategy to deliver lower regular prices.”

Essentially what this means is that customers will have more flexibility to buy what they need, when they need it, because the regular price of those products will be affordable every day rather than when that product is on a multi-buy promotion.

The initiative extends across its full range of branded and own-brand soft drinks, confectionery, biscuits and crisps. By ending multi-buy promotions on these categories, Sainsbury's is also committing to making healthier choices simpler and easier for customers. 

“Customer shopping habits have changed significantly in recent years, with people shopping more frequently – often seeking to buy what they need at that moment in time,” said Sainsbury's Food Commercial Director, Paul Mills-Hicks.

"Careful management of household budgets, a growing awareness of the cost of food waste and more health-conscious living has driven a trend away from multiple product purchasing towards more single item purchasing,” added Sainsbury's Marketing Director, Sarah Warby.

“We have listened to our customers who have told us that multi-buy promotions don’t meet their shopping needs today, are often confusing and create logistical challenges at home in terms of storage and waste.”

There will be a few exceptions where multi-buy promotions will be used at certain times of the year. Sainsbury’s is the first UK retailer to make changes of this scale.