The category is successful even though no household brands appear in the chart. Persil, Parozone, Comfort and Ariel are the backbone of the category, all with multiple promotions in different retailer groups.
The price promotion is clearly the preferred promotional mechanic within the category, constituting more than half the offers this week.
Lucozade and Coca-Cola, new entries at the bottom of the brand chart, offer support to the soft drinks category, which slips into second place. Robinsons also offers support but fails to make the brand chart for the first time this year.
Multibuy promotions and bogofs are much more widely used on soft drinks than in household.
Health and beauty moves up to fourth place, with almost half the category’s activity formed by buy one get one free offers. .