A year ago, frozen was leading the branded activity chart with a 17% share of promotional space, while alcoholic drinks, culinary and soft drinks all had 10% and household was in fifth place with 9% (Promotrack, The Grocer, 26 November 2005).
What a difference a year makes - the branded activity chart one year on shows a somewhat different story. Alcoholic drinks storms to the top of the chart with 28%, ahead of grocery and confectionery, with frozen down in fourth place with only a 7% share of featured promotional space.
Despite the changes in the category chart over the 12 months, the top five brands have remained consistent. A year ago Birds Eye, Walkers, Cadbury, Nestlé and Bernard Matthews made up the top five brands, in that order. This time, in the week ending 13 November, all but Birds Eye are still in the top five, with
Coca-Cola pipping Birds Eye to fifth place by only 1%.
Activity among the retailers has also changed significantly. As reported for the same week in 2005, Morrisons had a 29% share, Tesco 22%, Asda 17%, Sainsbury's 15% and Somerfield 8%. This time shows Sainsbury's clearly in the lead with 34%, Somerfield, surprisingly, in joint second place with Morrisons, both with 20%, and Asda and Tesco next, both with 13%.
With Christmas appearing to start earlier and earlier each year, and the consumer trend to shop earlier for the festive season, the alcoholic drinks category has certainly stepped up its activity. Spirit brands Smirnoff, Baileys and Gordon's made the top five branded beers, wines and spirits chart.
Smirnoff and Gordon's Gin have offers in all five retailers with Baileys featured in Asda, Morrisons, Sainsbury's and Somerfield. The favoured mechanic was x for y with Smirnoff also using save in Sainsbury's.
Cadbury continues to lead the overall activity chart with promotional offers across all retailers in the biscuits/cakes, chilled, confectionery, frozen and grocery categories.
What a difference a year makes - the branded activity chart one year on shows a somewhat different story. Alcoholic drinks storms to the top of the chart with 28%, ahead of grocery and confectionery, with frozen down in fourth place with only a 7% share of featured promotional space.
Despite the changes in the category chart over the 12 months, the top five brands have remained consistent. A year ago Birds Eye, Walkers, Cadbury, Nestlé and Bernard Matthews made up the top five brands, in that order. This time, in the week ending 13 November, all but Birds Eye are still in the top five, with
Coca-Cola pipping Birds Eye to fifth place by only 1%.
Activity among the retailers has also changed significantly. As reported for the same week in 2005, Morrisons had a 29% share, Tesco 22%, Asda 17%, Sainsbury's 15% and Somerfield 8%. This time shows Sainsbury's clearly in the lead with 34%, Somerfield, surprisingly, in joint second place with Morrisons, both with 20%, and Asda and Tesco next, both with 13%.
With Christmas appearing to start earlier and earlier each year, and the consumer trend to shop earlier for the festive season, the alcoholic drinks category has certainly stepped up its activity. Spirit brands Smirnoff, Baileys and Gordon's made the top five branded beers, wines and spirits chart.
Smirnoff and Gordon's Gin have offers in all five retailers with Baileys featured in Asda, Morrisons, Sainsbury's and Somerfield. The favoured mechanic was x for y with Smirnoff also using save in Sainsbury's.
Cadbury continues to lead the overall activity chart with promotional offers across all retailers in the biscuits/cakes, chilled, confectionery, frozen and grocery categories.
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