Birds Eye maintained its first place in the top five frozen category chart with 30% of promotional activity last weekend. But it was only two percentage points ahead of Young's, signalling that competition for space in the frozen category is beginning to hot up.
Birds Eye products were on promotion in Asda, Morrisons and Sainsbury's on save and buy-one-get-one-free.
Young's products were in Asda on save and Tesco with both save and half-price offers.
Twelve points behind in third place with 16% of the top five frozen chart was McCains, which was featured in four of the five retailers. Only Somerfield did not feature the brand. The preferred promotional mechanic was save, followed by half-price.
Findus, in fourth place, accounted for 14% of space last weekend. Asda, Morrisons and Tesco all promoted the brand in their promotional freezer space, again with the preferred mechanic being save.
The final place in last weekend's chart went to Wall's with 12% of promotions, all on save. Only Somerfield did not feature the brand.
While Birds Eye continues to lead the frozen category overall, its dominance is being chipped away as
rivals increase their presence year-on-year.
The 2008 year-to-date chart shows that Birds Eye is still ahead of the pack, with Young's in a strong second place.
Though it is too early to compare these results with those of previous years, there are signs competition is intensifying.
By the end of 2007, Wall's had halved the gap with Birds Eye to 16 percentage points, having grabbed 11 percentage points more space than it had in 2006, while Birds Eye accounted for five points less.
McCain has also stepped up its activity and currently lies in third place in the 2008 chart. It only just missed out on a top five ranking in 2007, with 7% of space - one percentage point behind Goodfellas.
Birds Eye products were on promotion in Asda, Morrisons and Sainsbury's on save and buy-one-get-one-free.
Young's products were in Asda on save and Tesco with both save and half-price offers.
Twelve points behind in third place with 16% of the top five frozen chart was McCains, which was featured in four of the five retailers. Only Somerfield did not feature the brand. The preferred promotional mechanic was save, followed by half-price.
Findus, in fourth place, accounted for 14% of space last weekend. Asda, Morrisons and Tesco all promoted the brand in their promotional freezer space, again with the preferred mechanic being save.
The final place in last weekend's chart went to Wall's with 12% of promotions, all on save. Only Somerfield did not feature the brand.
While Birds Eye continues to lead the frozen category overall, its dominance is being chipped away as
rivals increase their presence year-on-year.
The 2008 year-to-date chart shows that Birds Eye is still ahead of the pack, with Young's in a strong second place.
Though it is too early to compare these results with those of previous years, there are signs competition is intensifying.
By the end of 2007, Wall's had halved the gap with Birds Eye to 16 percentage points, having grabbed 11 percentage points more space than it had in 2006, while Birds Eye accounted for five points less.
McCain has also stepped up its activity and currently lies in third place in the 2008 chart. It only just missed out on a top five ranking in 2007, with 7% of space - one percentage point behind Goodfellas.
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