Mars stole the show last weekend in confectionery aisles in the major retailers, taking 54% of featured promotional activity in the top five confectionery chart.
All five retailers allocated featured space to Mars brands, favouring the x-for-y mechanic but using others on only a few lines. Most offers were based on Mars' Galaxy, Maltesers, Delight, Snickers and Twix brands.
Mars widened the gap significantly between Nestlé last weekend. Nestlé took second place with 25% of branded activity - a whopping 29% behind the leader. Asda, Sainsbury's and Tesco were the only three retailers to feature the confectionery brand on featured ends and used the x-for-y and buy-one-get-one-free mechanics. KitKat, Quality Street and Rowntree were the favoured lines on offer.
Promotions in Morrisons on Kraft's Terry's and Toblerone ranges helped Kraft to achieve third place with 8% - again using x-for-y and buy-one-get-one-free.
Cadbury's Dairy Milk and Roses were on promotion in Sainsbury's, Somerfield and Tesco using x-for-y and save respectively, which enabled it to secure fourth place with 7% of activity. Ferrero Rocher finished last in the chart, recording 5% of activity in Morrisons and Sainsbury's. It too favoured save and x-for-y mechanics.
In the 2007 year-to-date chart Mars is battling Cadbury and the fight for first place is much closer. They share first place with 30% of activity each. The pair have been vying for the top spot since 2006 when Cadbury was the overall victor with an 11 percentage point lead over Mars with 39% .
Nestlé claims third place in the 2007 chart with 29% - only one percentage point behind the top two. Nestlé also finished third in 2006, six percentage points behind Mars in second with a 22% share.
Kraft and Lindt sit in fourth and fifth places with 7% and 4% respectively in the year-to-date chart, however Kraft has gained 1% more share than Lindt since 2006.
Focus on Confectionery p41
All five retailers allocated featured space to Mars brands, favouring the x-for-y mechanic but using others on only a few lines. Most offers were based on Mars' Galaxy, Maltesers, Delight, Snickers and Twix brands.
Mars widened the gap significantly between Nestlé last weekend. Nestlé took second place with 25% of branded activity - a whopping 29% behind the leader. Asda, Sainsbury's and Tesco were the only three retailers to feature the confectionery brand on featured ends and used the x-for-y and buy-one-get-one-free mechanics. KitKat, Quality Street and Rowntree were the favoured lines on offer.
Promotions in Morrisons on Kraft's Terry's and Toblerone ranges helped Kraft to achieve third place with 8% - again using x-for-y and buy-one-get-one-free.
Cadbury's Dairy Milk and Roses were on promotion in Sainsbury's, Somerfield and Tesco using x-for-y and save respectively, which enabled it to secure fourth place with 7% of activity. Ferrero Rocher finished last in the chart, recording 5% of activity in Morrisons and Sainsbury's. It too favoured save and x-for-y mechanics.
In the 2007 year-to-date chart Mars is battling Cadbury and the fight for first place is much closer. They share first place with 30% of activity each. The pair have been vying for the top spot since 2006 when Cadbury was the overall victor with an 11 percentage point lead over Mars with 39% .
Nestlé claims third place in the 2007 chart with 29% - only one percentage point behind the top two. Nestlé also finished third in 2006, six percentage points behind Mars in second with a 22% share.
Kraft and Lindt sit in fourth and fifth places with 7% and 4% respectively in the year-to-date chart, however Kraft has gained 1% more share than Lindt since 2006.
Focus on Confectionery p41
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