In the run-up to the World Cup, deals on alcohol, confectionery and snack products have been dominating the promotions table, as Alex Beckett reports
Forget the pre-summer diet season - World Cup-inspired indulgence has been the key theme when it comes to promotional activity.
As the build-up to the World Cup reaches its climax, suppliers of snacks, confectionery and alcoholic drinks have targeted TV footie viewers and ramped up the number of deals they are offering.
In the four weeks to 6 June, the number of deals on beer and lager increased 4.4% year-on-year. Promotions on crisps, snacks and nuts rose 4.1%, while confectionery deals were up 3.6%.
"The top 10 brands list is a who's who of party/fun products the more sober items from categories such as household goods, health & beauty and bakery don't get a look-in," said Kay Staniland, managing director of Assosia. "With England's first World Cup match being on a Saturday evening, the opportunity to maximise sales on all the items that will make up a party is clear to see."
Nestlé with its Cross Your Fingers campaign for Kit Kat jumped to the top of the table with a 71.4% rise in promotions, the biggest month-on-month increase in the table.
The next biggest promoter was Walkers, which has filled gondola ends with Walkers Flavour Cup paraphernalia to promote its 15 limited-edition crisp flavours.
Carlsberg has also made a big pre-World Cup push, and consequently rocketed up the ranks from 27th to 10th place with a 72.7% rise in the number of deals. But, given that the majority of major lagers are involved with multipack deals in the supermarkets, it is surprising that there aren't more beer brands appearing in the promotions top 10.
"One reason for this is the limited number of SKUs beer brands have on offer compared with other categories," she said. "Compared with brands such as Nestlé which competes in chilled dairy, frozen, grocery and impulse beer brands are unable to compete."
Another alcohol brand that has re-entered the table is Kumala. The South African wine was trying to claw back market share and cash in on the World Cup opportunity, said one wine source.
The next month would be a critical sales period for the brands that have partnered with the England team, said Staniland.
"Sales will increase or decrease based on the success or otherwise of the England football team," she said.
Heinz and Birds Eye, which last month offered the greatest number of deals, made the biggest cuts in the number of promotions.
Forget the pre-summer diet season - World Cup-inspired indulgence has been the key theme when it comes to promotional activity.
As the build-up to the World Cup reaches its climax, suppliers of snacks, confectionery and alcoholic drinks have targeted TV footie viewers and ramped up the number of deals they are offering.
In the four weeks to 6 June, the number of deals on beer and lager increased 4.4% year-on-year. Promotions on crisps, snacks and nuts rose 4.1%, while confectionery deals were up 3.6%.
"The top 10 brands list is a who's who of party/fun products the more sober items from categories such as household goods, health & beauty and bakery don't get a look-in," said Kay Staniland, managing director of Assosia. "With England's first World Cup match being on a Saturday evening, the opportunity to maximise sales on all the items that will make up a party is clear to see."
Nestlé with its Cross Your Fingers campaign for Kit Kat jumped to the top of the table with a 71.4% rise in promotions, the biggest month-on-month increase in the table.
The next biggest promoter was Walkers, which has filled gondola ends with Walkers Flavour Cup paraphernalia to promote its 15 limited-edition crisp flavours.
Carlsberg has also made a big pre-World Cup push, and consequently rocketed up the ranks from 27th to 10th place with a 72.7% rise in the number of deals. But, given that the majority of major lagers are involved with multipack deals in the supermarkets, it is surprising that there aren't more beer brands appearing in the promotions top 10.
"One reason for this is the limited number of SKUs beer brands have on offer compared with other categories," she said. "Compared with brands such as Nestlé which competes in chilled dairy, frozen, grocery and impulse beer brands are unable to compete."
Another alcohol brand that has re-entered the table is Kumala. The South African wine was trying to claw back market share and cash in on the World Cup opportunity, said one wine source.
The next month would be a critical sales period for the brands that have partnered with the England team, said Staniland.
"Sales will increase or decrease based on the success or otherwise of the England football team," she said.
Heinz and Birds Eye, which last month offered the greatest number of deals, made the biggest cuts in the number of promotions.
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