The category chart continues to be dominated by frozen this week with both Birds Eye and Bernard Matthews, which appear in the brand chart, offering support. Other brands particularly active in the category this week include Aunt Bessie’s, Ross and Young’s. Frozen draws further ahead of the other categories.
Soft drinks moves up one place to claim the number two spot but is still more than three percentage points behind the lead.
As usual, Coca-Cola contributes to the success of the category, along with Pepsi and Robinsons. Cakes and biscuits also moves up the chart, with lots of activity continuing on McVitie’s, which moves up to number two in the brand chart this week.
There is a glut of buy-one-get-one-free promotions in the category with offers from Cadbury, Crawfords and Fox’s, among others.
Surprisingly, alcoholic drinks moves down the chart, but it is obviously expected to stamp its authority on proceedings in the coming weeks as the Christmas festivities draw nearer.