Heinz finally brings pressure to bear on the mighty Walkers, forcing the brand to share the top spot after its recent dominance.
Heinz was in sixth position, but has now increased its market share by six percentage points while Walkers’ share of the market falls by eight percentage points.
Drinks continue to dominate the category chart and there are three drinks brands in the top 10 this week supporting the category. There is also a glut of other drinks brands vying for attention just outside the top 10. They include Carling, Grolsch, Robinsons and Tango, which seems to indicate that drinks will continue its stranglehold for some time.
Household has two brands entering the chart this week, Fairy and Persil, at numbers four and five respectively. Both brands use a wide range of promotional mechanics including extra fill offers, price promotions and multibuy offers.
The other new entry this week is Budweiser which, at number eight, almost exclusively uses price promotions on gondola ends.