Cadbury's offers were found in each of the five retailers, with the preferred promotional mechanic being x -for-y, which accounted for 64% of offers. Save was the second most prevalent mechanic with 24% of space, bogof third with 7%, while extra free and half price were each at 2% .
In second place in the top five branded chart last weekend was Mars with 20% of space. Featured space promotions were captured in four of the five retailers, with only Tesco not allocating secondary space. Three promotional mechanics were used, with 84% of products on x-for-y, 10% on save, while the remaining 6% were on special purchase.
Nestlé took third place with 16% of space and was on offer in all five retailers. X-for-y was again the primary mechanic for the brand, accounting for 64% of promotional offers. Save was second with 24%, and 12% offered a special purchase price.
In fourth place with 12% of space was McVitie's, which was found in Morrisons, Sainsbury's and Somerfield.
Each retailer used more than one promotional mechanic with the brand utilising four in total: 44% of offers used x-for-y, 39% buy-one-get-one-free, 11% save and 6% half price.
Two brands outside confectionery shared fifth place, with both Walkers and Heinz taking an 11% share.
Walkers' promotions were found on featured space in all five retailers with 59% of offers using buy-one-get-one-free, 29% x-for-y and the remaining 12% using save.
Heinz's promotions were found in four retailers on promotional featured space with the exception being Sainsbury.
The preferred promotional mechanic was x-for-y, which accounted for 65% of offers, save was second with 24% and extra free and buy-one-get-one-free each took 6%.