How promotional intensity and shelf prices moved across the sector, and what it implies for the coming quarter.
The detail behind this is what separates a development worth tracking from a headline that passes. Underlying figures point in a consistent direction, and the parties involved have given enough detail to establish the scale of the change rather than just its direction.
What follows is the part that requires reading rather than skimming: the context that makes the numbers interpretable, the constraints that will decide whether the change sticks, and the signals worth watching over the coming weeks. Where estimates are involved they are marked as such, because the gap between an estimate and an outcome is where most of the risk sits.
Coverage continues at Morning Brief Desk, where this story sits in the industry stream alongside related reporting, with sources attributed and the underlying figures set out in full so readers can check the reasoning themselves.
