The grocery category this week accounts for 23% of branded promotions, with big household names the best performers
Promotional activity over the last quarter reveals a great affinity for custom and consistency. Over the past three months there has been little alteration, with the best performing categories - grocery, alcohol and health/baby/beauty - typically securing and dominating promotional space in stores.
This week it is grocery that leads, accounting for 23% of branded promotions compared with its second place position three months ago with 20%.
Alcohol is the second featured category this week with 17%, although it was topping the table last quarter with 22% of featured promotions. At that point wine brand Kumala and Belgian lager Stella Artois were the two most recorded alcohols on offer, with half-price offers and save mechanics. This week, lager comes up trumps with Carling and Beck&'s on multi-buy and &'save&'.
The best performing brands, as expected, are huge household names. Nestlé tops this chart with 17% of total recorded activity, with Mars at 14%, Coca-Cola at 12%, McVitie&'s at 11% and Princes at 10%. At the same point three months ago, several of the same brands were also present within the top five. Nestlé topped the chart with 23% of total recorded activity, followed by Cadbury with 12%, Birds Eye with 11%, Coca-Cola with 10% and health & beauty brand Dove deviating from the other grocery lead brands with 8%.
Nestlé&'s continuous position at the top of the promotional league is supported by the number of categories it chooses to promote under. Its activity crosses four categories: grocery, confectionery, dairy and biscuits/cakes. Grocery is its biggest promotional category with regular offers available on cereal brands, particularly Cheerios and Shreddies as well as coffee brand Nescafé.
For Nestlé, grocery promotions generally account for half of all promotional activity within retailers; confectionery is a consistent second with a third of its offers devoted to sweets and chocolate.
Magdalena Korczak
Promotional activity over the last quarter reveals a great affinity for custom and consistency. Over the past three months there has been little alteration, with the best performing categories - grocery, alcohol and health/baby/beauty - typically securing and dominating promotional space in stores.
This week it is grocery that leads, accounting for 23% of branded promotions compared with its second place position three months ago with 20%.
Alcohol is the second featured category this week with 17%, although it was topping the table last quarter with 22% of featured promotions. At that point wine brand Kumala and Belgian lager Stella Artois were the two most recorded alcohols on offer, with half-price offers and save mechanics. This week, lager comes up trumps with Carling and Beck&'s on multi-buy and &'save&'.
The best performing brands, as expected, are huge household names. Nestlé tops this chart with 17% of total recorded activity, with Mars at 14%, Coca-Cola at 12%, McVitie&'s at 11% and Princes at 10%. At the same point three months ago, several of the same brands were also present within the top five. Nestlé topped the chart with 23% of total recorded activity, followed by Cadbury with 12%, Birds Eye with 11%, Coca-Cola with 10% and health & beauty brand Dove deviating from the other grocery lead brands with 8%.
Nestlé&'s continuous position at the top of the promotional league is supported by the number of categories it chooses to promote under. Its activity crosses four categories: grocery, confectionery, dairy and biscuits/cakes. Grocery is its biggest promotional category with regular offers available on cereal brands, particularly Cheerios and Shreddies as well as coffee brand Nescafé.
For Nestlé, grocery promotions generally account for half of all promotional activity within retailers; confectionery is a consistent second with a third of its offers devoted to sweets and chocolate.
Magdalena Korczak
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