They may be labelled 'Small & Mighty' but Unilever's Persil and Surf 2 x Concentrated laundry detergents are making a big impact in-store.
Persil led the way in the fabric care sub-category, accounting for 43% of featured space last weekend - or a whopping 56% of the total activity of the top-five brands.
The Persil Small & Mighty 730ml variants alone accounted for 30% of Persil's total activity last weekend with offers in Asda, Morrisons and Sainsbury's all featuring the save mechanic.
The brand has maintained the top spot throughout 2007, having shared it in 2006, and is now starting to really pull ahead of the pack. Persil has so far accounted for 32% of the featured space this year, while Comfort is 10 percentage points adrift in second place with 22%. Bold has recorded the third most activity with 17%, Ariel the fourth with 15% and Vanish has remained in fifth place with 14%.
Last year, Persil shared the top spot for activity with Comfort, both accounting for 24% of offers. Bold was in third place overall with 20%, Ariel fourth with 17% and Vanish in fifth place with 15%.
However, the weekend's results suggest competition remains fierce for second place with Ariel, Surf, Comfort and Lenor each taking 11% shares of the featured space.
There are also a number of other brands taking advantage of off-shelf secondary positions in-store for this sub-category including Ace, Fairy and Daz, which each had a 4% share of space.
Levels of activity do not just vary from brand to brand. There is also a marked variance in how much space each retailer gives to this sub-category. So far this year, Morrisons has recorded the most activity accounting for 49% of offers, Somerfield is second with 21%, Sainsbury's third with 16%, Asda accounts for 11% with the remaining 3% being found in Tesco.
The fabric care category includes laundry detergents, fabric bleach and laundry additives.
Persil led the way in the fabric care sub-category, accounting for 43% of featured space last weekend - or a whopping 56% of the total activity of the top-five brands.
The Persil Small & Mighty 730ml variants alone accounted for 30% of Persil's total activity last weekend with offers in Asda, Morrisons and Sainsbury's all featuring the save mechanic.
The brand has maintained the top spot throughout 2007, having shared it in 2006, and is now starting to really pull ahead of the pack. Persil has so far accounted for 32% of the featured space this year, while Comfort is 10 percentage points adrift in second place with 22%. Bold has recorded the third most activity with 17%, Ariel the fourth with 15% and Vanish has remained in fifth place with 14%.
Last year, Persil shared the top spot for activity with Comfort, both accounting for 24% of offers. Bold was in third place overall with 20%, Ariel fourth with 17% and Vanish in fifth place with 15%.
However, the weekend's results suggest competition remains fierce for second place with Ariel, Surf, Comfort and Lenor each taking 11% shares of the featured space.
There are also a number of other brands taking advantage of off-shelf secondary positions in-store for this sub-category including Ace, Fairy and Daz, which each had a 4% share of space.
Levels of activity do not just vary from brand to brand. There is also a marked variance in how much space each retailer gives to this sub-category. So far this year, Morrisons has recorded the most activity accounting for 49% of offers, Somerfield is second with 21%, Sainsbury's third with 16%, Asda accounts for 11% with the remaining 3% being found in Tesco.
The fabric care category includes laundry detergents, fabric bleach and laundry additives.
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