The chilled yoghurts & pot desserts category continues to have one clear leader when it comes to promotional activity - Müller.
The brand accounted for 37% of activity among the top five brands in the yoghurts & pot desserts category, according to Assosia research last weekend. It had offers on Müller Vitality drinks and yoghurts and Müllerlight yoghurts. Most were on x-for-y and save. Danone and Flora shared second place, each accounting for 26% of space. Danone's offers included Actimel and Shape yoghurts in both Tesco and Sainsbury's on x-for-y and bogof.
Flora Pro-activ drinks, yoghurts and mini drinks all used the save mechanic and had the same amount of promotional space allocated as the Danone variants, but were only on offer in Tesco. Cadbury and WeightWatchers made up the other two in the top five, with a 5% share of activity each. WeightWatchers' yoghurts were on bogof in Tesco and Cadbury twin pots were on offer in Sainsbury with x for y.
Having topped the category in 2006, Müller has started 2007 even more aggressively, dominating the chart for the year to date with 41% of space compared with 39% in total last year. As a result it has extended its lead over its nearest rival from 12% in 2006 to 18% this year, though last weekend's differential was 11%.
Müller's dominance of the category is not surprising given the number of lines in its range, including Vitality, Amore, Little Stars, Corner and Müllerice. Like last year, it has so far focused only on these five brands.
Danone has moved into second place, ahead of Nestlé, with 23%. Nestlé accounts for 20% of offers so far, compared with 27% last year, while Flora remains fifth with 9%, compared with 10% last year. Yoplait has increased its share from 2006 but remains in fifth place with 8% of activity, compared with 5% last year.
Probiotic, functional yoghurts and yoghurt drinks are included in this sub-category.
The brand accounted for 37% of activity among the top five brands in the yoghurts & pot desserts category, according to Assosia research last weekend. It had offers on Müller Vitality drinks and yoghurts and Müllerlight yoghurts. Most were on x-for-y and save. Danone and Flora shared second place, each accounting for 26% of space. Danone's offers included Actimel and Shape yoghurts in both Tesco and Sainsbury's on x-for-y and bogof.
Flora Pro-activ drinks, yoghurts and mini drinks all used the save mechanic and had the same amount of promotional space allocated as the Danone variants, but were only on offer in Tesco. Cadbury and WeightWatchers made up the other two in the top five, with a 5% share of activity each. WeightWatchers' yoghurts were on bogof in Tesco and Cadbury twin pots were on offer in Sainsbury with x for y.
Having topped the category in 2006, Müller has started 2007 even more aggressively, dominating the chart for the year to date with 41% of space compared with 39% in total last year. As a result it has extended its lead over its nearest rival from 12% in 2006 to 18% this year, though last weekend's differential was 11%.
Müller's dominance of the category is not surprising given the number of lines in its range, including Vitality, Amore, Little Stars, Corner and Müllerice. Like last year, it has so far focused only on these five brands.
Danone has moved into second place, ahead of Nestlé, with 23%. Nestlé accounts for 20% of offers so far, compared with 27% last year, while Flora remains fifth with 9%, compared with 10% last year. Yoplait has increased its share from 2006 but remains in fifth place with 8% of activity, compared with 5% last year.
Probiotic, functional yoghurts and yoghurt drinks are included in this sub-category.
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