Persil continues to dominate both the fabric care sub-category and the overall household category.
With offers across four of the five retailers surveyed last weekend, the brand accounted for 37% of overall space, 18 base points ahead of nearest rival Andrex. Offers included extra free, x-for-y and save, with additional space including gondola ends and ladder racks.
Andrex secured second place with 19%, just ahead of the remaining three brands, which all shared third place with 15% each.
The Andrex offers were based on its nine-pack toilet rolls, which were featured in three of the five retailers. The preferred mechanic was extra free in each, with Somerfield also using save.
Domestos, Comfort and Dettol were the three remaining brands to make it into the household top five, each with a 15% share of the promotional offer space.
Domestos 750ml was on promotion in Somerfield, as was its two-litre pack in Tesco, with a variety of secondary space used, including gondola ends, ladder racks and pallets.
Comfort's range of concentrated fabric conditioners was available in three retailers. Gondola ends were used in Asda, Sainsbury's and Morrisons, with Asda also giving the brand additional space on pallet displays.
The last of the top five brands was Dettol. The Dettol 4-in-1 range was on promotion with save in Morrisons, and Dettol 500ml was available using x-for-y in Somerfield.
So far in 2007, Persil remains ahead with 29% of overall activity. Flash and Dettol share second place with 20% each. Comfort is in fourth place with 16%, just ahead of Fairy, which has dropped from its second-place position in 2006.
Last year it was a tighter race, with Persil accounting for 23% of space overall - only two base points ahead of Fairy with 21%. Comfort took third place overall with 20% of activity and Cif and Flash shared fourth place with 18% each.
With offers across four of the five retailers surveyed last weekend, the brand accounted for 37% of overall space, 18 base points ahead of nearest rival Andrex. Offers included extra free, x-for-y and save, with additional space including gondola ends and ladder racks.
Andrex secured second place with 19%, just ahead of the remaining three brands, which all shared third place with 15% each.
The Andrex offers were based on its nine-pack toilet rolls, which were featured in three of the five retailers. The preferred mechanic was extra free in each, with Somerfield also using save.
Domestos, Comfort and Dettol were the three remaining brands to make it into the household top five, each with a 15% share of the promotional offer space.
Domestos 750ml was on promotion in Somerfield, as was its two-litre pack in Tesco, with a variety of secondary space used, including gondola ends, ladder racks and pallets.
Comfort's range of concentrated fabric conditioners was available in three retailers. Gondola ends were used in Asda, Sainsbury's and Morrisons, with Asda also giving the brand additional space on pallet displays.
The last of the top five brands was Dettol. The Dettol 4-in-1 range was on promotion with save in Morrisons, and Dettol 500ml was available using x-for-y in Somerfield.
So far in 2007, Persil remains ahead with 29% of overall activity. Flash and Dettol share second place with 20% each. Comfort is in fourth place with 16%, just ahead of Fairy, which has dropped from its second-place position in 2006.
Last year it was a tighter race, with Persil accounting for 23% of space overall - only two base points ahead of Fairy with 21%. Comfort took third place overall with 20% of activity and Cif and Flash shared fourth place with 18% each.
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