Biggest brands: Top 10 by Category

New product development has been key for big brands seeking to sustain consumer interest, writes Jane Simms SOFT DRINKS - £1895m-£1900m

An increasingly health-conscious society is starting to leave its mark on the branded soft drinks market. Fruit juice and mineral water, both up 6%, continue to outperform the market, which was up 3% over the year, while lemonade is down 7% and other carbonated fruit drinks remain static in terms of consumer spend. Cola, the largest sector, with 29%, saw growth slow from 10% last year to 2% this year.

The 4% decline in take-home Coca-Cola is largely responsible for this fall, although the decline was slowed by its lemon variant, which enjoyed triple-figure growth to reach the £11m mark this year. Sales of Diet Coke rose 3%, helped by the growth of variant Vanilla. Pepsi fared better, with the standard variety (the number three brand), Pepsi Max (number five) and Diet Pepsi up 12%, 14% and 14% respectively. Different pack sizes may have boosted the brand at Coke's expense, but Pepsi Max's advertising in the run-up to Euro 2004 also helped sales.

The premium fruit juice market has performed better, although its success is not reflected in these figures. Tropicana, on the back of its recent £5.1m TV campaign by DDB London, featuring three parrots and building on its natural positioning, has grown across all of its pure juice variants, by 3% in total. The introduction of a premium range has helped the overall brand grow by 11%.


Notwithstanding the healthy-living trend evident in other sectors, chocolate confectionery grew by 6% over the year, driven by market leader Cadbury Dairy Milk (CDM), whose sales soared by 41% after last year's brand relaunch.

Using a 'masterbrand' strategy, Cadbury Trebor Bassett rebranded the CDM packaging, launched four variants and bought the Caramel and Wispa brands under the CDM umbrella. This led to significant penetration increases, driving up the total brand performance. The inclusion of Caramel and Wispa under the CDM brand automatically inflated sales year on year. The rebranding has had a knock-on effect on other Cadbury brands, including Heroes, which grew 12%.

Maltesers, which grew 17%, has benefited from the launch of variants such as White Maltesers. Kit Kat, meanwhile, has grown sales 5%, largely driven by the success of Kubes and stimulated by the introduction of variants such as Mint and Orange.

The twin drivers of health and indulgence are at work in this market as elsewhere: people are eating less chocolate, but buying more expensive varieties. There is a trend away from chocolate as an everyday snack to more sharing, occasion-led consumption.

PET FOOD - £1000m-£1005m

Trends toward premium pricing and bulk buying, combined with the switch away from can to single-serve products, have combined to grow the pet food market by 2% to just over £1bn during the past year. Masterfoods brands Whiskas and Pedigree extended their lead over Nestle Purina's Felix as the top two pet food brands, with growth of 8% and 5% respectively. This was thanks largely to the launch of the pouch formats, although Pedigree has also had success with its dog snacks and treats. Masterfoods brand Pal saw the biggest rises, with 32% growth on the back of success with pouch, can and complete food formats.

Other key movers include Bakers, whose dry dog foods have performed excellently and helped grow the brand by 19%, and Iams, which has seen strong growth through its premium presence in dry food.

The conversion from can to pouch remains the most important market driver in the cat food market, with number two cat brand Felix also witnessing strong growth from pouch. By contrast, most brands' can formats are in decline year on year.

While dry food, which is easy to use and to buy in bulk, is a market driver, it tends to be higher in calories than wet food, which could arrest its growth unless low-calorie variants are produced.

CEREALS - £875m-£880m

Sales of branded cereals have risen by more than 4% over the past year, meaning branded products now account for some three-quarters of the value of the total cereals market. Innovation, especially in adult cereals, has driven growth, which has come from 'healthy' launches such as Nestle's Fitnesse as well as indulgence products such as Kellogg's Crunchy Nut Clusters. A high level of 'extra free' activity has propelled Weetabix into the top spot with a 6% increase in sales, overtaking Kellogg's Corn Flakes, whose sales fell by 2%.

Although Kellogg holds six of the top ten positions in the category, its range has seen mixed fortunes. Special K, the fastest-growing brand in the top ten, has grown by 30% over the year on the back of two slimming-related promotions, 'Drop a jeans size' and the recent 'Pedometer challenge'.

Crunchy Nut Corn Flakes was the second-fastest growing cereals brand (up 23%), thanks to a packaging redesign and brand extensions such as Clusters. Frosties slumped 13%, but plans to introduce a low-sugar variant could see it rebound this year.

Nestle performed well this year. Shredded Wheat and Shreddies' growth helped power its overall cereals range to 20th in the list of top 50 brands.

BAGGED SNACKS - £855m-£860m

The crisps and savoury snacks market grew by 3%, driven largely by continued innovation, memorable advertising and strong support for its brands by Walkers, which dominates the category with six of the top 10 brands, justifying its number one position in the top 50 brands table with an impressive 12% sales growth. Walkers Sensations saw the biggest growth (albeit from a small base) with 55%, largely on the back of new products such as Sensations Poppadom Bites, which have sustained interest in the category. But it is Walkers regular crisps, with nearly £265m sales and growth of 5%, that have continued to supercharge the sector.

Walkers Quavers, however, saw sales fall 10% this year, due, according to a TNS Superpanel analyst, to consumers alternating between traditional potato crisps and savoury snacks and manufacturers switching marketing emphasis between the two sub-categories. The biggest sales fall - 14% - was experienced by KP's Hula Hoops, for similar reasons.

Although the market as a whole has slowed, this is more to do with near-saturation than the healthy eating trend.

BREAD - £750m-£755m

In a market worth nearly £755m, up 10% on last year, Hovis remains the leading brand by far, with growth of 9% taking its sales value to nearly £240m. Hovis' growth has been driven by new lines such as Big & Bouncy and Best of Health, as well as the continuing success of its Best of Both and Granary lines. Its success has much to do with its perceived quality compared with other brands, says a TNS Superpanel analyst: although its value is rising, volume sales are falling. A successful repackaging two years ago helped rejuvenate the brand, but a further redesign by Vibrandt, using imagery of a newly mown lawn, should give its Classic Cut loaf greater prominence on-shelf, while reinforcing the health credentials of the brand, which is free from artificial preservatives.

Warburtons and Kingsmill, the number two and three brands, are each worth £195m. Warburtons has grown 17% during the year as it expands south from its northern heartland, while Kingsmill is growing almost as quickly (14%) on the back of new lines such as Gold Square Cut Toastie, Kingsmill with Calcium and Kingsmill with Multivitamins.

LAUNDRY - £660m-£665m

This is a saturated market, with more than 95% of the population purchasing washing detergents. While shoppers have increased their per-shopping-occasion spend on laundry products, driven by larger pack sizes and promotional activity, this has not driven consumption within the category, which has fallen in sales value by 2% over the past year. 'Because of the falling frequency of purchase, shoppers have fewer opportunities to switch brands.

The net effect is that penetration has decreased and brand loyalty risen,' says a TNS Superpanel analyst.

Market leader Persil grew just 1% over the year, despite its record of innovative product development with the launch of Persil Aloe Vera (Non Bio) and Liquigel. The number two brand, Ariel, fell by 2%. Elsewhere, there has been some brand activity in the past quarter, but this has not yet fed through to TNS' figures. Bold and Surf, which saw sales fall by 11% and 3% respectively last year, relaunched and repackaged their products, driving their most recent quarterly sales by 31% and 16% respectively.

The market may even have suffered from too much innovation, confusing consumers, who have reacted by going back to tried and trusted products - or to private-label, which accounts for sales of £161.8m and 19.5% of total value share. However, value sales of private-label fell by 1% last year.

YELLOW FATS - £640m-£645m

In a virtually static market, Lurpak Spreadable Butter has grown its sales by 9% to become market leader. But its Light sister brand has seen the biggest increase, with 25% - partly due to the healthy-living trend, and partly because Lurpak has run promotions across both brands.

Perhaps more surprising is the success of Country Life Butter, which, with growth of 23%, has bucked the trend of decline in the block butter market. The brand has grown its distribution among the multiples, gaining listings in Sainsbury's, Somerfield and Safeway/Morrisons, accompanied by press advertising and on-pack promotions.

More predictably, Anchor has dropped 12% in value over the past year, as consumers switch to spreadable butters. However, spreads such as St Ivel Utterly Butterly, I Can't Believe It's Not Butter and Clover, the biggest and most heavily promoted category within the yellow fats market in terms of price-marked packs, have performed reasonably well, given their role as cheap alternatives to spreadable butter. Utterly Butterly is the fastest-growing dairy spread, at 9%, rising to almost £40m in sales.

Flora Pro-Activ Light spread is the only health product in the list.

In volume it doesn't reach the top 10, but at nearly four times the price of butter, its value sales make it number two in the category.

YOGHURT - £595m-£600m

The key to future growth in the UK yoghurt market will be new product development. More than 90% of British households bought yoghurt last year, with new variants helping to grow the market by just 1% to nearly £600m.

'Growth has to come from existing buyers rather than from new buyers - nearly everyone who is going to eat yoghurt already does,' says a TNS Superpanel analyst. Women between 45 and 64 are the main consumers of yoghurt.

The biggest area of interest is active health and organic ranges, such as Muller Vitality, Danone Activia and Yeo Valley Organic yoghurt, but 'diet' yoghurts are also performing well, with the Yoplait Weight Watchers brand experiencing the highest value growth of 26%. 'Low fat' and 'very low fat' yoghurts accounted for 53.6% of all yoghurt volume sold in the year, up from 50.6%, and bio yoghurts now account for 17.5% of total market value.

SKINCARE - £595m-£600m

Skincare products have experienced 9% sales growth over the past year, a rate that has accelerated over the past three years. Face moisturiser is the biggest value growth area, with anti-wrinkle creams seeing a 43% increase and firming creams a 34% rise. The core market of 35-to-54-year-old women is expanding as women turn to 'age-defying' products at a younger age as a preventative measure.

Anti-ageing creams command a price premium and women appear happy to spend significant sums on 'aspirational' or 'indulgence' products. Market leader Olay's new Regenerist range of moisturisers has helped boost its value performance by 15% over the year, while Nivea Visage's new range of firming products, Q10, has helped grow the brand by 11%.

Synergie is the only brand that has fallen in value, by 2%, but this should not be a real source of concern, says a TNS Superpanel analyst. 'They have just lost a few shoppers to the competition,' he says.

TOILET TISSUE - £465m-£470m

The toilet tissue market is one of just three of the top 20 branded categories to experience sales falls over the past year. Volume has grown as manufacturers promote larger pack sizes that offer better value, but value sales have dropped 2%. Despite larger packs, consumers purchase toilet tissue with the same frequency. A household gets through an average of 108 toilet rolls in a year, up 3% on last year. 'When consumers have stocked up on a product they tend to use more of it,' says a TNS Superpanel analyst.

Andrex has consolidated its lead over rival Velvet with value growth of 7% to about £225m, and continues to advertise heavily. Velvet sales have fallen 20% to about £95m, primarily because its top-end quilted toilet papers have performed poorly.

There are only four branded players in this market because of the strength of private-label, which represents about 41% of the market, or £320m.

Tesco and Asda are particularly strong in this area.

BABYCARE - £850m-£900m

The branded babycare products market has grown 2% this year to £850m, with nappies - notably Pampers and Huggies - representing about one-third of the market value. The sector does not appear in the top 20 categories table (page 33) because it is not defined by TNS as an FMCG category.

Pampers' growth has been driven mainly by the continued success of its premium ranges, particularly Active Fit and Easy Up. Penetration continues to grow, but it is more frequent purchases by loyal consumers that has really powered the brand.

Baby wipes, the second-biggest sector, grew ahead of the market at 6%, driven by a mix of promotion and innovations such as Pampers Kandoo Toilet Wipes for toddlers. However, sales of number three brand Johnson & Johnson's products fell, due to price deflation from retailer competition.

Sales of Heinz and Cow & Gate products fell, partly due to SMA's strong performance in the baby milk market, which has cut prices but grown value in retailers such as Asda and Tesco. Government advice to wean babies onto formula milk after a year rather than six months may also have had an effect.

There has been a slight drop in sales of wet baby food, due in part to a health scare last autumn surrounding the supposed carcinogenic properties of the seals on some jars. Sales are now recovering.

The biggest faller is Calpol, down 17% due to price cuts and competition from Nurofen; 40% of Calpol sales are through Boots, whose new strategy is to cut its prices to compete with supermarkets. Avent, maker of feeding bottles, fell by 12%, again partly because babies are being breast-fed longer.

The biggest growth - 26% - came from accessories brand Tommee Tippee, largely through wider distribution in supermarkets.


Rnk Brand Value %

(pounds m) chng

1 Diet Coke 210-215 3

2 Coca-Cola 165-170 -5

3 Robinsons Special R 70-75 8

4 Pepsi Max 50-55 14

5 Pepsi Cola 45-50 8

6 Ocean Spray Juice Drink 45-50 5

7 Tropicana Pure Juice 40-45 3

8 Diet Pepsi 40-45 14

9 Robinsons Fruit & Barley 40-45 14

10 Capri Sun 35-40 -4

Source: TNS Superpanel


Rnk Brand Value %

(pounds m) chng

1 Cadbury Dairy Milk* 155-160 22

2 Maltesers 60-65 17

3 Mars bar 50-55 -4

4 Galaxy* 50-55 11

5 Celebrations 45-50 -1

6 Quality Street 45-50 7

7 Terry's Chocolate Orange 35-40 2

8 Cadbury's Roses 30-35 -9

9 Cadbury's Heroes 30-35 12

10 Kit Kat 30-35 -21

Source: TNS Superpanel *megabrand range


Rnk Brand Value %

(pounds m) chng

1 Whiskas 205-210 8

2 Pedigree 195-200 5

3 Felix 160-165 3

4 Iams 70-75 8

5 Winalot 65-70 -2

6 Go-Cat 60-65 -5

7 Bakers 55-60 19

8 Kit-e-kat 45-50 -4

9 Butcher's 45-50 7

10 Pal 35-40 32

Source: TNS Superpanel


Rnk Brand Value %

(pounds m) chng

1 Weetabix 65-70 6

2 Kellogg's Corn Flakes 65-70 -2

3 Kellogg's Crunchy Nut 45-50 23

4 Kellogg's Rice Krispies 30-35 7

5 Kellogg's Frosties 30-35 -13

6 Nestle Shredded Wheat 30-35 9

7 Kellogg's Special K 30-35 30

8 Nestle Shreddies 25-30 2

9 Kellogg's Coco Pops 25-30 -6

10 Quaker Sugar Puffs 25-30 -8

Source: TNS Superpanel


Rnk Brand Value %

(pounds m) chng

1 Walkers (regular crisps) 260-265 5

2 Pringles 100-105 12

3 Hula Hoops 45-50 -14

4 Walkers Sensations 40-45 55

5 Mini Cheddars 35-40 0

6 Quavers 30-35 -10

7 McCoy's 30-35 8

8 Wotsits 30-35 8

9 Doritos 30-35 11

10 Walkers Lite 20-25 5

Source: TNS Superpanel


Rnk Brand Value %

(pounds m) chng

1 Hovis 235-240 9

2 Warburtons 190-195 17

3 Kingsmill 190-195 14

4 Nimble 10-15 -4

5 Allinson 10-15 -11

6 Brace's Bakery 10-15 22

7 Rathbones 10-15 33

8 Roberts 5-10 28

9 Mother's Pride 5-10 -27

10 Sunblest 1-5 -9

Source: TNS Superpanel


Rnk Brand Value %

(pounds m) chng

1 Lurpak Spreadable 55-60 9

2 Flora Pro-Activ Light 50-55 5

3 Clover 45-50 3

4 Flora Light 35-40 -5

5 Bertolli 35-40 8

6 St Ivel Utterly Butterly 35-40 9

7 I Can't Believe

It's Not Butter 35-40 -2

8 Anchor 30-35 -12

9 Country Life 25-30 23

10 Lurpak Light Spreadable 25-30 25

Source: TNS Superpanel


Rnk Brand Value %

(pounds m) chng

1 Muller Light 100-105 -2

2 Muller Fruit Corner 70-75 1

3 Ski 60-65 23

4 Muller Crunch Corner 40-45 4

5 Yoplait Weight Watchers 35-40 26

6 Yeo Valley Organic 30-35 13

7 Danone Shape 25-30 16

8 Danone Activia 25-30 12

9 Muller Dessert Corner 20-25 -21

10 Onken Biopot 15-20 3

Source: TNS Superpanel


Rnk Brand Value %

(pounds m) chng

1 Olay 95-100 15

2 Plenitude 45-50 11

3 Boots No.7 35-40 67

4 Nivea 35-40 3

5 Nivea Visage 30-35 11

6 Vaseline 30-35 1

7 Synergie 25-30 -2

8 E45 20-25 5

9 Simple 20-25 1

10 Clean & Clear 20-25 8

Source: TNS Superpanel


Rnk Brand Value %

(pounds m) chng

1 Persil 205-210 1

2 Ariel 150-155 -2

3 Bold 80-85 -11

4 Daz 65-70 4

5 Fairy 60-65 -2

6 Surf 60-65 -3

Source: TNS Superpanel


Rnk Brand Value %

(pounds m) chng

1 Andrex 220-225 7

2 Velvet 90-95 -20

3 Charmin 65-70 -7

4 Nouvelle 40-45 30

Source: TNS Superpanel


Rnk Brand Value %

(pounds m) chng

1 Pampers 265-270 11

2 Huggies 125-130 -4

3 Johnson & Johnson 105-110 -2

4 Heinz (incl Farleys Foods*) 65-70 -5

5 Cow & Gate 60-65 -8

6 SMA 55-60 9

7 HiPP 20-25 3

8 Tommee Tippee 15-20 26

9 Calpol 10-15 -17

10 Avent 10-15 -12

*Farleys foods is included within Total Heinz but not Farleys milks - in

line with Heinz's decision to keep Farleys milks branded as Farleys and

not to rebrand them as Heinz.

Source: TNS Superpanel