As the most comprehensive overview of grocery brands for the year, the data in these tables is the bellwether of consumerism today. It also allows marketers to track which brands are outperforming their rivals and which are losing sales.
We are presenting the top 50 British brands for the year to April 2002, as well as looking at the top 20 fastest-growing brands. But this year, data-gathering has been expanded to include products from all sectors sold in supermarkets, such as bread, which were previously omitted.
As part of this process, the data has also been streamlined to cover all UK grocers, which includes independent and multiple grocers. However, these alterations mean that this year's data cannot be compared with that of previous years.
Tracking brands' reach
The changes have enabled us to add consumer panel data from ACNielsen's Homescan, which tracks the buying behaviour and demographics of British households. Our penetration figures - a new column in the main table - reveal the number of households buying the brand at least once during the period, as a proportion of all British households. This gives an indication of how widely accepted these big brands are.
But big brands don't necessarily mean high levels of penetration. While the highest level in the table indicates a reach of nearly three quarters of the population, we would not expect all brands to reach this level.
Nappies, for example, have a limited audience, as do alcohol and dishwasher products. But this does not prevent them from achieving big-brand status.
Improved demographics and consumer profiles have enabled us to analyse sales of the top five best-selling brands in the top 50, and four of the fastest-growing brands (see boxes, pages 25 and 26).
We have also added the top-ten best-selling on-trade alcohol brands in four sectors: beer, cider, spirits, wine, and flavoured alcoholic beverages (FABs).
There is usually little change from year to year in the top 50: several brands slip down the table, falling victim to a lack of marketing support or the own-label onslaught, while others are propelled up the table by a successful marketing campaign.
And then there are the perennials: the brands that flourish in the same positions in the top 50 year in, year out. Table-leader Coca-Cola is one such example.
The soft drinks giant, which had ridden out a few tough years following the Belgian contamination scandal and senior management changes, seems to be back on form. Its 9.8% growth is well above average annual growth in the cola sector, which was 4% last year.
Both penetration, at 59%, and spend per household have increased during the past year, while loyalty - measured as consumers' expenditure on this brand as a proportion of their total category spend - is just under 40%.
Homescan data shows the strongest consumer group for this brand is middle-class families. Promotionally, the strongest bias is shown by 'promotion junkies' who are tempted by offers such as multi-buys. The level of promotional expenditure - the proportion of spend that can be attributed to a promotion - by consumers on this brand exceeds 50%.
Although these figures do not show the impact of Coke's World Cup sponsorship and UK-specific ad campaign for the tournament, its sales and awareness are expected to receive a lift.
The brand's string of UK initiatives continues, led by UK marketing director Charlotte Oades, who joined in July 2000.
Long-established ties with football suffered last season with the failure of ITV's high-profile programme The Premiership. The show was shifted last October into a later-evening slot, where Coke's sponsorship had to communicate to an audience more likely to be interested in alcohol.
Alongside an ongoing TV campaign and activity around the Bridget Jones sequel, Diet Coke launched a lemon variant in June, the company's first innovation for nearly two decades. Previous Coke flavour innovations have not fared well - Cherry Coke's UK launch in 1985 flopped.
Last month saw the launch of Coca-Cola's summer television campaign, playing on the spontaneity prompted by rare moments of British sunshine, featuring the endline, 'Go find your summer'.
The much-vaunted February 2001 joint venture with Procter & Gamble, which led to speculation that Coca-Cola was angling for a footing in the snacks market, collapsed last October when both parties decided the partnership would not be profitable.
The deal, which would have brought brands such as Coke and Pringles under the same umbrella, would have created a portfolio to rival Frito Lay, which in the UK owns Pepsi and Walkers, number two in the top 50.
Family brand's boom year
Walkers had a storming year with a 10.4% rise. Its growth is due to an increase in penetration, attracting an additional 3.8% of households compared with last year. It claims the highest penetration figure in the table, with 78% of UK households buying the product.
According to Homescan data, Walkers is very much a family brand. In terms of demographics it is skewed toward C2 and D social classes and larger households. Its consumer profile is similar to that of Coca-Cola, including both 'promotion junkies' and 'frenzied families', which are dependent on snacking and convenience foods.
Such strong figures come on the back of a year of flavour tie-ups with British brands including Heinz Tomato Ketchup, which saw Olympic multi-gold medallist Sir Steve Redgrave join Gary Lineker in the brand's TV work.
Other stars joining Lineker were England striker Michael Owen and goalie David Seaman, who promoted Walkers Footballs to capitalise on the World Cup and raise money for school sports kit.
In the largest snack launch for ten years, Walkers made its first move into the £237m premium adult snack market. The May launch of 'posh crisps' Sensations saw Victoria Beckham star alongside Lineker in an ad campaign to support the upmarket sub-brand. It remains to be seen how much this innovation will add to the brand's sales.
Marching up the top 50 table without the aid of celebrity appearances is Muller, which takes third position with a 17.4% increase, and penetration in 71% of UK households. The UK's most popular pot dessert brand and the only one of its sector to make the top 50 now controls almost 40% of the UK yoghurt market. Its consumer profile is C2 and D larger households and families. It attracts 'promotion junkies',who are defined by ACNielsen as those who have no need to be thrifty, but get a buzz out of low prices.
They are brand and store disloyal, and account for 15.6% of British households.
Its successful Muller Love TV campaign continues to support the brand, while a drive to entice more men led managing director Ken Wood to sign a one-year sponsorship deal with Premier Rugby last September. Consistent price promotions and product innovation, including a move into the drinks market in February with the extension of its Vitality range, have helped keep the brand healthy.
Fighting a sales dip
Less than fresh is number-four best-selling brand Nescafe, which has gone off the boil to suffer an 8.2% decrease in sales. Nescafe has clearly stated that its drive to increase penetration in the 16- to 24-year-old age group is fundamental to its regeneration.
But despite its sponsorship of the MTV video music awards last September, and the £9.5m sponsorship of Channel 4 teen soap Hollyoaks, which began in June, the brand has yet to reap the benefits from its major efforts to stimulate the youth market.
Indeed, Homescan data shows that although Nescafe's national penetration stands at 55%, it mainly attracts maturing and established families, along with 'promotion junkies': 43% of all spend on this brand during the past year is attributed to some kind of promotional mechanic. Generally, this consumer group tends to be brand promiscuous, searching for the best offers, but here we also see high levels of loyalty, at 55% of those buying coffee selecting this brand. Nescafe is also fighting declining coffee consumption, which fell by 17% over the past ten years according to Mintel.
While the nation's love of hot drinks is waning, its passionate affair with lager continues to flourish. Consumers swigged a record £1.2bn worth of their favourite brands in 2001, and four lager brands, Stella Artois, Carling, Foster's and Budweiser, make it into the top 50, each with increases of 18% or above.
"One reason for this growth is that drinking at home rose after September 11, says Stuart Price, beverages aalyst at West LB Panmure. "Drinking out was not as popular, but has since rebounded, in line with the consumer boom. Plus, the top lager brands have had more advertising behind them than in the past."
Stella reaches fifth position with a sales increase of 18.3%. Although its household penetration is comparatively low at 18%, its loyalty levels within the lager category are around 30%. Social classes AB and C2 are typical consumers, while purchasing households tend to be three or more in size and belong to the 16 to 44 age range.
It is a popular brand for the 'stock pilers', who make up 14% of British households and are defined as brand- and store-loyal shoppers who are keen on multi-buys. Results from ACNielsen's Food Focus segmentation, measuring attitudes to cooking and eating, show Stella consumers are social animals who love to entertain.
Its long-running 'reassuringly expensive' positioning with Stella Screen events and tennis sponsorship means it corners the premium end of the market - a space coveted by many lager brands.
Another brand firmly committed to British tennis is Robinsons, which backed tennis star Tim Henman for a fifth year, and remains a sponsor of Wimbledon. Its consistent rise, with a 19.5% increase and 57% penetration, reflect the continuing trend toward soft drinks with a healthier image.
Robinsons launched its Organic range last August with an emphasis on natural goodness and on its 35% juice content.
The past year has also seen Robinsons cement links with Disney through on-pack promotions for Atlantic: The Lost Empire in September, and, in February, for Monsters Inc.
Rising quickly up the chart with a 20.5% increase and 15% household penetration is juice brand Tropicana. October saw the brand advertise on TV for the first time in three years with ads by Banks Hoggins O'Shea FCB.
Pepsi has achieved a 7.7% increase, but with just 35% penetration of UK household's compared with Coke's 59%, the number 24 brand must be losing hope of ever catching the number one. Teaming up with hot properties such as Gareth Gates can do no harm, and the arrival in February of a new European marketing director, Okay Egdirici, could provide a boost for UK sales.
But one-time wonder-brand Sunny Delight has dropped out of the top 50 table altogether after its 5224% rise in 1999 first catapulted it into the chart. Since relaunching with brightly coloured new flavours this spring, it remains to be seen whether it can regain the trust of mums to make it back into next year's top 50.
In addition to the top 50 best-selling FMCG brands, we have included the top 20 fastest-growing brands. These are not necessarily big-selling brands, but are the ones that have achieved the highest sales growth over the past year. The top 20 fastest-growing brands are as follows:
1. FANTA - 69%
For the past year, Coke has been on the offensive, pushing its Fanta brand with the aim of defeating competitors such as Britvic's Tango and AG Barr's Irn-Bru.
The extent of the challenge is underlined by the fact that an internal Coca-Cola presentation last year was reportedly entitled 'Kill Tango'.
The result is a sharp decline in Tango's sales, down 17% in the year to April 2001.
So, Fanta is indeed trouncing Tango, which is now struggling to revive its seriously declining sales. It is aiming to get back on track with a TV campaign by its new agency Clemmow Hornby Inge, which has revived the 'You know when you've been Tango'd' line, last used as an ad slogan in 1994.
Meanwhile, Fanta's £3.8m TV and poster ad campaign through Soul, with the endline 'Why can't everything orange/yellow taste like Fanta?', broke in August 2001. It has delivered the product a 69% increase in sales, enough to make it the UK's fastest-growing FMCG brand for the year to April 2002.
But Fanta is unlikely to become complacent. Product variant Fanta Fruit Twist launched in February 2002, in peach, passion fruit and orange flavour and - supported by a poster campaign - has boosted the mother brand.
Fanta's Icy Lemon TV ads broke in May 2002. The brand is also expected to follow stable-mate Coca-Cola by launching a 'New Share Size' two-litre bottle in the next few months.
2. FOSTER'S - 27.6%
Four beer brands feature in this year's top 50, and all four also appear in the fastest-growers list, proving that the British penchant for lager rages on within a declining total beer market.
Foster's is growing its off-trade sales at the quickest rate, following a year when it invested heavily in advertising.
The brand benefits from an annual £25m marketing budget for the Foster's brand, which celebrated its 20th anniversary in the UK last summer.
A three-pronged marketing strategy comprises above-the-line activity, global Formula One Grand Prix sponsorship and the annual Fostralia promotion - an on-pack consumer competition that is promoted nationally through regional radio.
In March, it became the first-ever sponsor of FHM's 100 Sexiest Women supplement in an unashamed bid to target its core market of men aged under 45.
The latest in its series of 'Honorary Australians' ads, by M&C Saatchi, exploited an interest in all things Japanese generated by the World Cup.
The ads, with the famous end-line 'He who drinks Australian thinks Australian', featured a young Japanese man whose life-size robot discovered it preferred drinking Foster's to cleaning its owner's flat. Owner Scottish & Newcastle last month announced a £347m pre-tax profit.
3. CARLING - 25.9%
This mass-market lager brand was sold to Coors for £1.2bn in December after competition regulators ruled Interbrew would have to offload the brand following Interbrew's £2.3bn purchase of Bass. In a year of upheaval, the brand has done well to maintain a strong marketing focus.
Carling swapped its eight-year association with the Premiership for pop in December when it struck a £20m three-year deal with music-venue owner and concert promoter, Clear Channel. The lager will get naming and pourage rights at more than 30 UK venues, and will be able to use its brand name on two big tours a year. Clear Channel artists include U2 and Madonna, but the first tour likely to carry the Carling name is Rod Stewart's.
The brand has not completely abandoned football however - last summer it announced a £5m 'Forever Football' programme to replicate its eight-year association with the sport. The programme sees it identify key clubs for sponsorship.
Carling's recent ad campaigns - including World Cup ads showing people faking injuries to take time off work to watch matches, and another showing a girl forcing her boyfriend to lick Carling from their toilet - have caused controversy. But the ads did help to propel the brand into the national press.
This year the Carling brand is being supported by a £35m marketing spend, its biggest ever. The core Carling brand will also be extended, with the addition of Carling Extra Cold.
INCREASED TABLET PURCHASE BOOSTS FINISH SALES
4. FINISH - 21.3%
According to ACNielsen, the growth of Reckitt Benckiser's Finish dishwasher detergent has been driven by the increasing numbers of households purchasing tablets, as dishwasher ownership also continues to increase.
Penetration of this brand is low at 18% compared with others in the top 50 biggest brands ranking, although this is not surprising as British households' ownership of dishwashers is only around 25%.
According to ACNielsen's Homescan data, dishwasher detergents are very much a higher-class market, with a significant bias toward the AB demographic.
But its status as a niche product has not limited its ability to grow and become a big brand.
The brand is supported by a £35m pan-European spend, with advertising through McCann-Erickson, which won the account last October.
Loyalty - measured as consumers' expenditure on this brand as a proportion of their total category spend - is high for Finish, at 62%. But Finish does not seem to be showing signs of complacency as it continues to innovate in the face of competition from challenger brands such as Henkel's Glist.
Consumers buying Finish are defined by AC Nielsen as 'stock pilers', who make up 14% of British households. This consumer does not find price important, but will buy bulk offers if they are one of their usual brands. They will not switch brands to take advantage of an offer, as this type of consumer is generally brand and store loyal.
5. JACOB'S CREEK - 20.9%
French drinks giant Pernod Ricard is taking great advantage of the continuing trend toward branded New World wines with its popular Jacob's Creek brand.
Australian wines overtook their French rivals for the first time in the UK last year - they now continue their march on the British market, with a lower price point and stronger marketing offensives than their Old-World competitors.
This summer the brand replaced Nescafe as the sponsor of the eighth series of Friends on Channel 4 in a deal worth £850,000. It was the biggest-ever broadcast sponsorship by a wine brand in the UK.
6. TROPICANA - 20.5%
As the trend for healthy juice drinks grows the total juice drink market, which is now worth more than £1.06bn in the UK, Tropicana is raising its profile and reaping the benefits with this 20.5% sales increase.
It advertised on television for the first time in three years last October through Banks Hoggins O'Shea FCB, before owner Pepsico moved the £1.6m account into BMP DDB in February 2002.
Tropicana was due to be one of first advertisers to use cross-track projection on the London Underground, but the appearance of the medium - sold by Viacom Outdoor - has been postponed due to liquidation of the projector supplier.
Tropicana has exploited its 'sunshine' positioning to sponsor Channel 4's A Place in the Sun.
The sponsorship extended to an on-pack promotion offering the chance to win a property in a warmer climate.
Most recently, the brand struck a £200,000 deal with Sky One to sponsor its children's morning programming this summer.
7. BUDWEISER - 20.5%
As the UK lager market goes from strength to strength, the third fastest-growing lager in the UK, Budweiser, continues to benefit.
Over the past year, Budweiser has been heavily supported on both radio and TV with a £13.8m spend through BMP DDB.
In December 2001, Manchester United announced that Budweiser had replaced Carling as the team's official beer and as one of the club's platinum sponsors for the 2002/2003 season.
Although the effect of its FIFA World Cup sponsorship will not yet impact the figures in these tables, its high-profile branding throughout the tournament will have given it an extra boost.
Earlier this year, the brand launched an ambitious World Cup promotion in the UK, with the promise that a limited number of bottles contained a GPS transmitter, which when opened would activate a satellite that would track the bottle's position to within 15 feet, so that Budweiser could hand-deliver the prize - tickets to the World Cup Final.
But it suffered an upset in June when its irreverent World Cup ad, 'The frogs won last time, please not again', was ruled by the Advertising Standards Authority to have caused offence to the French.
BRAND EXTENSIONS DRIVE ROBINSONS GROWTH
8. ROBINSONS - 19.5%
Wimbledon's official soft drink and sponsor of Tim Henman for the fifth consecutive year, Robinsons should be proud of its performance in a stiff soft drinks market.
With sales growth of 19.5%, Homescan data shows that Robinsons has not only attracted more consumers, but that its consumers are also spending more.
Robinsons' status as a family brand is echoed across both the traditional demographics and the Food Focus attitudinal segmentation, where 'frenzied families' who rely on convenience foods are most prevalent.
This group's attitudes to food are highly influenced by mothers, and with penetration levels of 57% Robinsons looks set to remain a big brand.
It consistently innovates: Robinsons Organic launched in August last year with £350,000 advertising support spread across women's magazines such as Red and Prima. The UK organics market is expected to be worth more than £1bn by the end of the year, with 60% of households now buying organic.
Aiming to cater for the calorie conscious, Robinsons added to its low-calorie Fruit Break range in February with Apple & Cranberry, which joins six other flavours of the adult-targeted spring water. Support for the flavour came in the shape of a poster campaign, and sampling at Wimbledon.
In a tactical move, Robinsons axed the Juice Up brand in February ahead of a £12m relaunch of Procter & Gamble's rival Sunny Delight.
Ditching Juice Up, said category director Andrew Marsden, would allow the company to concentrate on brands such as Fruit Shoot, with £3m television advertising support, and the launch of its adult on-trade drink J20 in the off-trade market.
But Robinsons is not neglecting the kids - last October Fruit Shoot signed a six-month sponsorship of Cartoon Network programming, and Robinson's core brand continues to raise its profile via promotions alongside Disney movies such as Atlantis: The Lost Empire in 2001 and Monsters Inc earlier this year.
9. MALTESERS - 19.3%
One of just two confectionery brands to appear in any of this year's biggest brands tables, Masterfoods' Maltesers has performed hugely well to achieve a 19.3% sales increase. The other confectionery name - Nestle's Kit Kat - which appears at number 18 in the top 50 table, achieved a 2.9% increase to gain sales of £140m. While Maltesers' sales stand at around half that figure, the brand is pushing forward.
Over the past year, Masterfoods has continued to support the brand with a spend of £4m through D'Arcy. March saw the launch of the Maltesers ice cream stick, targeted at 25- to 44-year-old women and supported by a £2.8m television advertising campaign.
In May, Masterfoods centralised its £120m media planning business into MediaCom. Zenith's media-buying responsibilities were unaffected.
10. YOPLAIT - 18.3%
It has been a busy couple of years for Yoplait-owner Dairy Crest, starting with its £220m merger with Unigate in 2000, which has led to increased growth for the group's brands.
Yoplait's premium yoghurt brand, Best There Is! became a £5m brand within a year of its 2001 launch, thanks to a heavyweight sampling campaign and in-store promotion. This year, ads for the brand have been running in women's magazines since April.
A frozen variant of Petit Filous launched in September, while Yoplait launched a £5m campaign for the brand in March. Including press and TV advertising, as well as samples distributed to mothers of newborn babies through gift packs, this represented a two-thirds increase on the previous year's spend.
In a bid to take further share of the children's lunchbox market, Frubes benefited from a new pack design and ads in April, while May saw the repositioning of the Yop brand to attract young men to the chilled yoghurt drinks, which were previously aimed at mothers and children. As well as fresher, fruitier packaging, Yoplait ran a £3.5m ad campaign, 'Quench your hunger', in men's lifestyle magazines, on tube posters and on Kiss FM.
11. STELLA ARTOIS - 18.3%
Penetration of the Interbrand's Stella Artois stands at 18% of British households, while the brand's loyalty levels within the lager category are around 30%.
The lager's demographics show a bias toward social class AB and C2. Purchasing households tend to be three or more in size and in the 16- to 44-year-old age range.
Over the past year, the brand has continued its signature 'Reassuringly expensive' campaign and Stella Screen field marketing with a £6.5m adspend through Lowe.
12. ERNEST & JULIO GALLO - 18.2%
One of two New World wine brands to make it into this year's top 20 fastest growers table, Californian vintner Ernest &Julio Gallo has been pulling out the marketing stops during the past year, with an adspend of £2.9m compared with Australian rival brand Jacob's Creek's £859,062 spend.
Last summer saw E&J Gallo run the biggest marketing initiative for Turning Leaf since the range launched in 1996.
A sampling campaign ran at 50 outdoor summer events such as literary and music festivals.
The wine-maker launched its Rivercrest range in March, while May saw the launch of the Coastal range, with higher price point of £9.99 compared with E&J Gallo's usual £5.99 pricing.
13. MULLER - 17.4%
Muller pot desserts have achieved impressive growth, with increases in spend per household and, more significantly, the number of households purchasing the brand. According to Homescan data, its profile is of C2/D, larger households and families.
The brand's £13.5m 'Muller Love' TV campaign continues to support the UK's favourite pot dessert brand, and Muller's managing director Ken Wood was rewarded for his efforts by winning the Marketer of the Year award at this year's Marketing Society Awards.
Consistent price promotions and product innovation, including a move into the drinks market in February with the extension of its Vitality range, have helped keep the brand fresh.
14. LUCOZADE - 17.4%
Having made the transition from being a drink for sickly children to a supplement for healthy athletes, GlaxoSmithKline's Lucozade is sprinting ahead in the £750m UK market for energy drinks.
It is also making good headway in the £170m UK market for sports drinks.
Lucozade Sport renewed its partnership with the FA Premier League as the league's official sports drink for the tenth consecutive year last August, and the brand signed England striker Michael Owen in a three-year TV advertising deal last November.
Lucozade Sport faced its first major competition in the sports drink sector when Coca-Cola introduced Powerade to Britain in January.
February saw Lucozade Sport link with Sky in a two-tier on-pack push that offered consumers the chance to win a pair of tickets to see a Premiership match and a free Sky Digital mini dish and digibox. In the same month, it signed a five-year joint sponsorship of London Marathon with Flora.
Lucozade Sport was distributed at intervals en route, with the promise that it would help keep tired legs going for 33% longer.
With an estimated total Lucozade marketing budget of around £20m, the brand most recently launched its 'Gone a bit Lara' advertising campaign and promotion, continuing its three-year association with the Tomb Raider character.
Later this month, the brand will enter the carbo-gel market with Lucozade Sport Carbo Gel - a product designed to provide athletes with concentrated carbohydrates.
15. ANDREX - 16.6%
Kimberly-Clark's Andrex has held its position as the toilet-tissue market leader for 40 years. It reaps a 23% share of the market, so growth of 16.6% for this grandfather of brands can be attributed to its unswerving commitment to marketing.
Andrex has benefitedfrom extra support in a bid to fend off competition from Procter & Gamble's Charmin.
Last summer Andrex repackaged the brand in a £10m marketing campaign, which included new television ads that aimed to focus consumer attention on the revamped Andrex.
Price cuts made the brand cheaper than most supermarket's own-brands, following a cut in the length of the roll after it emerged that the longer rolls could not fit on toilet-roll holders.
Last August saw the £2.8m launch of Andrex's Aloe Vera variant.
The launch has been followed by aloe-vera-enhanced products, including Lever-Faberge's Persil washing powder tablets.
LONDON MARATHON BOOSTS FLORA'S HEALTH CREDENTIALS
16. FLORA - 15.3%
A strong survivor of Unilever's brand-culling 'path to growth' strategy, Flora has grown its sales by 15.3% in the past year.
According to Homescan data, this has been driven by an increase in the frequency of purchase and spend per household on the Flora range.
The level of loyalty - expenditure on Flora as a proportion of consumers' total category spend is 35% for the
Flora continues its high-profile sponsorship of the London Marathon and says it is planning to take sponsorship more seriously as an alternative to some of its huge television advertising budget.
Demographically it is the middle-class, larger households who are attracted to the brand. With a bias toward the older age groups, particularly households of older couples, this brand could be described as traditional.
This is very much reflected in the Homescan 'food focus' segmentation where the strongest bias is seen in the 'three square mealers' group.
These consumers believe in proper regimented meals, and are health-conscious people concerned about their diet.
17. JOHN WEST CANNED FISH - 15.2%
This brand has benefited from its refreshingly hilarious bear ads to the extent that sales have increased by 15.2%.
The award-winning Leo Burnett-created advertisements, in which an grizzly bear is accosted by a John West employee looking for the best fish, has helped reinvigorate the brand in the domestic market.
Heinz-owned John West and rival Princes are each determined to increase their market share but face competition from supermarket own-label produce.
John West pipped Princes to the post last November to get the new pouch format for Tuna with a Twist in stores first. The pouches, which cost twice the price per gram as canned tuna, were supported by a door drop campaign to 1.2 million homes.
19. PRINCES CANNED FISH - 14.9%
In fierce competition with market leader John West, Princes has done well to achieve growth of 14.9% with a fraction - £84,806 - of its rival's £755,340 adspend.
The challenger, which achieved sales of £75m in the past year compared with John West's £110m, added 12 new oil-rich products to its range last year on the back of a marketing partnership with the British Heart Foundation.
The products, such as mackerel and sardines, carry the Foundation's 'Your Health, Your Heart' logo.
Princes has pledged to contribute a minimum of £250,000 to the Foundation in the three-year partnership, which was communicated through ads in women's and health mags, sampling and on-pack promotions in January 2002 - taking advantage of the post-Christmas diet panic.
Princes' Ready To Go pouches, also launched last year, have a hard task ahead, as substantial marketing by John West has ensured that nine out of ten tuna pouches now sold are John West.
WRIGLEY'S INNOVATIONS DRIVE SALES GROWTH
18. WRIGLEY'S - 15.2%
In the UK, where 26 million people chew Wrigley products, the brand takes almost 100% share of the chewing gum market. Despite having a presence in only one sector, it is the fourth-biggest confectionery brand in the UK. But not even this brand can afford to be complacent, so it pushes on with extensive marketing, a £16.3m adspend and product innovation.
Its brands, Extra, Airwaves, Orbit and Ice White were joined by X.Cite, a mini-mint gum launched in April 2002 with an £8m ad campaign.
In the past year Wrigley's added to its campaign to be perceived as a brand with dental benefits by teaming up with Procter & Gamble to launch a range of dental gum. The products, marketed under P&G's Crest oral care brand, will compete with Colgate's dental gum, launched last August.
Chewing gum sales were up around 8% in 2001, while the confectionery trade overall fell by 1%. But Wrigley's has managed to increase its sales by 15.2%. This has primarily been driven by a rise in penetration: an additional 5% of households have chewed gum in the past year, taking penetration to 35%, or 1.2 million British households.
Loyalty levels for this brand are extremely high and reflect the dominance of the Wrigley's brand. More than 90% of British consumers' total spend on chewing gum during the year is attributable to Wrigley's. Demographics show biases across C2 and D social classes, with consumers up to the age of 44 buying the brand.
The US chewing gum giant, having made just one product for the past 110 years, launched a clothing range earlier this year. Products such as Juicy Fruit T-shirts, bags and hooded tops make up the range.
The driving force behind the changes is Bill Wrigley III, who took over as chief executive after the death of his father four years ago.
20. VELVET TOILET TISSUE - 14.1%
In an attempt to boost market share from 12.8% to 15%, SCA Hygiene relaunched its Double and Quilted Velvet toilet tissue brands in February 2002.
The £14m relaunch included new packaging, direct marketing, public relations and television ads along with roadshows featuring a Velvet hot air balloon and stunts such as a team of 16 skydivers landing on 6000 Quilted Velvet loo rolls. Stunts are part of the brand's drive to create excitement - and press coverage - since it operates in a low-interest area.
The brand has not followed competitors Kimberly-Clark and Procter & Gamble by cutting prices in an attempt to win back market share from own-label products, which rely on price as a key marketing tool.
Mrs B, the Hyacinth Bucket-style brand ambassador, has been joined in the TV ads by new characters in an attempt to broaden the product's appeal.
And at the time of going to press, SCA had short-listed four agencies including incumbent Roose to take on the £10m account.
In addition to the top 50 and the top 20 fastest growers, we have also added the best-selling on-trade alcohol brands in four sectors: beer, cider, flavoured alcoholic beverages (FABs), spirits and wine.
The fight for the lager pound rages on inside the pub, where marketing battles are boosting the category as a whole.
Carling continues to reign supreme with an 8% on-trade sales increase this year. Despite being sold by Interbrew to Coors in December and switching its main marketing focus from football to pop, the brand has retained its leadership in pubs and bars.
Foster's follows with a 4.9% increase, having benefited from owner Scottish Courage's annual £25m marketing budget.
Next in on-trade beer sales is Stella Artois, which has had a storming year with a 15% sales rise. The brand has continued its signature 'Reassuringly expensive' campaign with a £6.5m adspend through Lowe.
Four of the brands in the beer table - Guinness, John Smith's, Tetley's and Worthington - are non-lager. But all these except Guinness have suffered a decline in on-trade sales, pointing to the waning demand for bitter.
On-trade cider sales continue to spiral downward for four of the top five brands.
The race for dominance between HP Bulmer and Matthew Clark rages on, with HP Bulmer edging forward with three of its five cider brands in the top five compared with Matthew Clark's two out of eight cider brands.
At the top of the table, with an 8.3% sales increase, HP Bulmer's Strongbow is riding high on the benefits of a sustained £16m annual marketing spend, creating associations with dance music and youth lifestyle through field marketing agency RPM and can be expected to be further boosted this year by an £8m TV campaign through TBWA/London. The television ads will be aimed at lager drinkers.
The brand claims that a campaign targeting Ibiza in 2001 recruited an estimated 40,000 new Strongbow drinkers.
Indeed, Strongbow has three times the on-trade sales of its nearest competitor, Matthew Clark's Blackthorn, which has seen a 15% decline in sales. Diamond White has suffered the biggest dip in sales, at 24.9%.
FLAVOURED ALCOHOLIC BEVERAGES (FABS)
With its roots in the 1995 alcopops fad, the flavoured alcoholic beverages (FABs) market has grown stronger with each product launch. The category knocked a hole in cider sales, which have never recovered.
At the top of the table are two products trading on the provenance of their mother brands: Bacardi Breezer and Smirnoff Ice. Launched in 1999, the latter brand legitimised the FAB category, giving the products more credibility as older-adult drinks.
The strongest growth in the top five, 212.1%, has been recorded by Beverage Brands' WKD. Launched in 1996, it advertised on television for the first time in 2001 and this year is spending £20m supporting the brand.
Although all the brands in the top five continue to produce strong on-trade sales increases, their rate of growth is slowing, suggesting that the FAB market may have reached its peak.
Diageo and Bacardi-Martini dominate the UK spirits market, between them owning seven of the top ten spirits brands.
Last December saw Britain's Diageo and France's Pernod Ricard complete a £5.59bn purchase of Seagram's wines and spirits empire. Diageo bought 61% of Seagram's alcohol assets, and is merging them with its own portfolio.
This includes table leader Smirnoff Red Label, which benefited from a £6.5m adspend last year, and has increased sales by 9.4% to £490m. Its TV, poster and cinema campaign, began in July 2001, centred on the 'If Smirnoff made' theme. Smirnoff's on-trade sales are more than double that of its nearest rival, Bacardi Carta Blanca.
Famous Grouse has seen the biggest decline of the top ten spirits brands, at 3%, as the whisky sector struggles to attract younger consumers. Most recently, the Highland Distillers brand ran a TV and radio campaign to promote its new £2.5m visitor centre, 'The Famous Grouse Experience'.
The ads through Abbott Mead Vickers BBDO, used the animated grouse icon and retained the minimalist style of the brand.
WINE (INCLUDING FORTIFIED, CHAMPAGNE AND SPARKLING)
Leading this category in on-trade sales is Matthew Clark's Stowells of Chelsea, with at least three times the sales of any other brand in the top ten, although its growth was just 3.8%.
Number three in the list, Moet & Chandon with 52.4% growth, has traditionally managed to maintain sales with little marketing aside from a glossy print campaign. This year the brand sponsored photographic exhibitions at the National Portrait Gallery beginning with Mario Testino: Portraits. It also sponsored the June issue of Glamour, and ran a competition to win a weekend in London during London Fashion Week in September.
But the biggest growth story, with a 113.6% rise, is Pernod Ricard's Jacob's Creek, which is taking advantage of the continuing trend toward branded New World wines.
Australian wines continue their march on the British market, with a lower price point and stronger marketing offensives than their traditional counterparts. This summer Jacob's Creek replaced Nescafe as the sponsor of the eighth series of Friends on Channel 4 in a deal worth £850,000. It was the biggest-ever broadcast sponsorship for a wine brand in the UK.
TOP 10 BEER - ON-TRADE
Brand Company Year to %
Feb/Mar 2002 Change
1 Carling Coors 1390-1395 8.0
2 Foster's Scottish Courage 1150-1155 4.9
3 Stella Artois Interbrew 795-800 15.0
4 Guinness Diageo 780-785 3.0
5 Carlsberg Carlsberg-Tetley 685-690 6.8
6 John Smith's Scottish Courage 580-585 -1.1
7 Heineken Interbrew 460-465 4.3
8 Tetley's Bitter Carlsberg-Tetley 355-400 -2.6
9 Kronenbourg 1664 Scottish Courage 350-355 14.5
10 Worthington Best Coors 340-345 -5.2
TOP 5 CIDER* - ON-TRADE
Brand Company Year to %
Feb/Mar 2002 Change
1 Strongbow HP Bulmer 330-335 8.3
2 Blackthorn Matthew Clark 100-105 -15.0
3 Woodpecker HP Bulmer 60-65 -6.7
4 Scrumpy Jack HP Bulmer 30-35 -5.4
5 Diamond White Matthew Clark 10-15 -24.9
*Top 5 represent 88% share of market
TOP 5 FABS* - ON-TRADE
Brand Company Year to %
Feb/Mar 2002 Change
1 Bacardi Breezer Bacardi-Martini 295-300 12.6
2 Smirnoff Ice Diageo 280-285 53.3
3 WKD Beverage Brands 130-135 212.1
4 Reef Coors 40-45 107.3
5 Archers Aqua** Diageo 30-35 0.0
*Top five represent 85% share of market.
**Launched May 2001
TOP 10 SPIRITS - ON-TRADE
Brand Company Year to %
Feb/Mar 2002 Change
1 Smirnoff Red Label Diageo 490-495 9.4
2 Bacardi Carta Blanca Bacardi-Martini 225-230 4.3
3 Gordon's Diageo 195-200 6.3
4 Bells 8-year-old Diageo 175-180 -0.2
5 Jack Daniels Diageo/Bacardi-Martini 170-175 21.7
6 The Famous Grouse Highland Distillers 165-170 -3.0
7 Baileys Irish Cream Diageo 120-125 11.2
8 Southern Comfort Diageo/Bacardi-Martini 95-100 -1.2
9 Vladivar Classic Maxxium UK 80-85 1.0
10 Courvoisier VS Allied Domecq 70-75 10.3
TOP 10 WINES* - ON-TRADE
Brand Company Year to %
Feb/Mar 2002 Change
1 Stowells of Chelsea Matthew Clark 155-160 3.8
2 Martini Bacardi-Martini 55-60 -4.8
3 Moet & Chandon LVMH 40-45 52.4
4 Blossom Hill Diageo 30-35 26.8
5 Hardy's Stamp of Australia BRL Hardy Wine Co 15-20 49.7
6 Jacob's Creek Pernod Ricard 15-20 113.6
7 Cinzano Bacardi-Martini 10-15 -9.6
8 Harveys Bristol Cream Allied Domecq 10-15 -4.7
9 Lanson MCD 5-10 20.7
10 Cockburn's Fine Ruby Allied Domecq 5-10 -1.4
*including fortified wines, champagne and sparkling wines
Brand % Change
Stella Artois 18.3
Ernest & Julio Gallo 18.2
Brand % Change
TOP 50 BRITISH BRANDS 2002
Brand Manufacturer Year to % %
April 2002 Change Penet-
(pounds m) ration
1 Coca-Cola Coca-Cola 520-525 9.8 59
2 Walkers Pepsico 440-445 10.4 78
3 Muller Muller 335-340 17.4 71
4 Nescafe Nestle 285-290 -8.2 55
5 Stella Artois Interbrew 255-260 18.3 18
6 Andrex Kimberly-Clark 240-245 16.6 55
7 Persil Lever Brothers 235-240 3.2 47
8 Hovis British Bakeries 220-225 * 69
9 Robinsons Britvic 200-205 19.5 57
10 Warburtons Warburtons 200-205 * 37
11 Kingsmill Allied Bakeries 200-205 * 65
12 Bernard Matthews Bernard Matthews 185-190 * 52
13 Whiskas Pedigree Masterfoods 175-180 13.8 18
14 Ariel Procter & Gamble 165-170 8.3 42
15 Pampers Procter & Gamble 160-165 * 9
16 Carling Coors 150-155 25.9 10
17 McCain Chips McCain Foods 150-155 * 52
18 Kit Kat Nestle Rowntree 140-145 2.9 66
19 Flora Unilever Bestfoods 135-140 15.3 42
20 Birds Eye Frozen
Poultry Birds Eye 135-140 * 44
21 Birds Eye
Frozen Fish Birds Eye 135-140 1.9 48
22 PG Tips Unilever Bestfoods 130-135 8.8 32
23 Heinz Baked Beans Heinz 130-135 7.9 59
24 Pepsi Pepsico 130-135 7.7 35
25 Heinz Soup Heinz 125-130 3.5 64
26 Mr Kipling Manor Bakeries 120-125 9.3 38
27 Colgate Colgate Palmolive 120-125 8.3 49
28 Silver Spoon Silver Spoon 120-125 4.5 68
29 Felix Nestle Purina Petcare 120-125 -5.0 18
30 Tetley Tetley GB 115-120 6.3 39
31 Wrigley's Wrigley's 110-115 15.2 35
32 Bold Procter & Gamble 110-115 -2.3 24
33 Huggies Kimberly-Clark 110-115 * 9
34 John West
Canned Fish John West Foods 110-115 15.2 52
35 Ribena GlaxoSmithKline 110-115 -0.1 28
36 Pringles Procter & Gamble 110-115 -2.4 53
37 Lurpak Arla Foods 110-115 6.9 23
38 Dairylea Kraft Foods 105-110 10.4 42
39 Tropicana Tropicana 105-110 20.5 15
40 Pedigree Pedigree Masterfoods 105-110 -4.2 14
41 Velvet SCA Hygiene 100-105 14.1 47
42 Birds Eye Frozen
Ready Meals Birds Eye 100-105 * 37
43 Comfort Lever Brothers 95-100 0.3 43
44 Foster's Scottish Courage 90-95 27.6 10
45 Kleenex Facial
Tissues Kimberly-Clark 90-95 6.9 32
46 Finish Reckitt Benckiser 85-90 21.3 18
47 Budweiser Anheuser Busch 85-90 20.5 9
48 Bells 8-year UDV 85-90 3.5 5
49 Ernest & Julio
Gallo E&J Gallo Winery 80-85 18.2 9
50 Fairy Liquid Procter & Gamble 80-85 13.6 59
Brand Creative agency** Media buyer Adspend
1 Coca-Cola McCann-Erickson Universal McCann 23,367,331
2 Walkers Abbott Mead
Vickers BBDO Mediavest 16,480,904
3 Muller Publicis Zenith Media 13,554,107
4 Nescafe McCann-Erickson Universal McCann 13,767,380
5 Stella Artois Lowe Starcom Motive 6,580,865
6 Andrex J Walter Thompson MindShare 7,097,372
7 Persil J Walter Thompson Initiative Media 19,615,850
8 Hovis BMP DDB BBJ Communications 4,311,866
9 Robinsons HHCL and Partners MindShare 6,104,612
10 Warburtons n/a n/a n/a
11 Kingsmill Publicis Optimedia 3,383,540
12 Bernard Matthews In-house AMS Media 2,187,798
13 Whiskas Abbott Mead
Vickers BBDO Zenith Media 6,465,992
14 Ariel Saatchi & Saatchi Starcom Motive 15,716,827
15 Pampers Saatchi & Saatchi Starcom Motive 7,255,437
16 Carling Leith Agency BBJ Communications 8,062,459
17 McCain Chips D'Arcy PHD Compass 6,756,927
18 Kit Kat J Walter Thompson MindShare 12,827,627
19 Flora Lowe Initiative Media 4,842,368
20 Birds Eye Frozen
Poultry McCann-Erickson Initiative Media 15,026
21 Birds Eye Claydon Heeley
Frozen Fish Jones Mason Initiative Media 51,747
22 PG Tips BMP DDB Initiative Media 5,847,707
23 Heinz Baked
Beans n/a n/a n/a
24 Pepsi Abbott Mead
Vickers BBDO MindShare 2,163,692
25 Heinz Soup Leo Burnett Starcom Motive 112,137
26 Mr Kipling Saatchi & Saatchi BBJ Communications 2,793,843
27 Colgate Rainey Kelly Media Planning 8,002,591
Campbell Roalfe/Y&R Group
28 Silver Spoon In-house Mediaedge:CIA 687,842
29 Felix BMP DDB OMD 4,266,203
30 Tetley D'Arcy MediaVest 4,468,305
31 Wrigley's Bray Leino Mediaedge:CIA 16,337,385
32 Bold Grey Worldwide Starcom Motive 8,451,834
33 Huggies Ogilvy & Mather MindShare 6,333,375
34 John West
Canned Fish Leo Burnett Starcom Motive 755,340
35 Ribena Grey Worldwide Mediacom 2,423,911
36 Pringles Grey Worldwide Starcom Motive 3,842,570
37 Lurpak BMP DDB Carat 3,947,018
38 Dairylea J Walter Thompson Zenith Media 2,899,242
39 Tropicana n/a n/a n/a
40 Pedigree Grey Worldwide Zenith Media 8,221,787
41 Velvet Roose Carat 3,702,073
42 Birds Eye Frozen
Ready Meals HHCL and Partners Initiative Media 14,573
43 Comfort Ogilvy & Mather Initiative Media 2,109,737
44 Foster's M&C Saatchi Mediavest UK 7,328,874
45 Kleenex Facial
Tissues J Walter Thompson MindShare 3,624,807
46 Finish n/a n/a n/a
47 Budweiser BMP DDB OMD UK 13,812,580
48 Bells 8-year Miles Calcraft
Briginshaw Duffy Carat 2,998,331
49 Ernest & Julio
Gallo Mountainview Carat 2,913,971
50 Fairy Liquid Grey Worldwide Starcom Motive 4,574,983
* Two years' comparable data not available **Agencies named are those
with the largest billings for that brand in the year ending April 2002
TOP 20 FASTEST-GROWING BRANDS
Brand Manufacturer Year to % Adspend
April 2002 Change
1 Fanta Coca-Cola 70-75 69 3,872,165
2 Foster's Scottish Courage 90-95 27.6 7,328,874
3 Carling Coors 150-155 25.9 8,062,459
4 Finish Reckitt Benckiser 85-90 21.3 n/a
5 Jacob's Creek Pernod Ricard 80-85 20.9 859,062
6 Tropicana Tropicana 105-110 20.5 n/a
7 Budweiser Anheuser Busch 85-90 20.5 13,812,580
8 Robinsons Britvic 200-205 19.5 6,104,612
9 Maltesers Mars 65-70 19.3 4,088,333
10 Yoplait Dairy Crest 70-75 18.3 1,106,906
11 Stella Artois Interbrew 255-260 18.3 6,580,865
12 Ernest &
Julio Gallo E&J Gallo Winery 80-85 18.2 2,913,971
13 Muller Muller 335-340 17.4 13,554,107
14 Lucozade GlaxoSmithKline 80-85 17.4 4,420,981
15 Andrex Kimberly-Clark 240-245 16.6 7,097,372
16 Flora Unilever Bestfoods 135-140 15.3 4,842,368
17 John West
Canned Fish John West Foods 110-115 15.2 755,340
18 Wrigley's Wrigley's 110-115 15.2 16,337,385
19 Princes Canned
Fish Princes Foods 75-80 14.9 84,806
20 Velvet SCA Hygiene
Products UK 100-105 14.1 3,702,073
Brand Creative agency Media Buyer
1 Fanta Soul Universal McCann
2 Foster's M&C Saatchi Mediavest
3 Carling Leith Agency BBJ Communications
4 Finish n/a n/a
5 Jacob's Creek In-house Media Planning Group
6 Tropicana n/a n/a
7 Budweiser BMP DDB OMD UK
8 Robinsons HHCL and Partners MindShare
9 Maltesers D'Arcy Zenith Media
10 Yoplait McCann-Erickson Universal McCann
11 Stella Artois Lowe Starcom Motive
12 Ernest &
Julio Gallo Mountainview Carat
13 Muller Publicis Zenith Media
14 Lucozade Ogilvy & Mather Mediacom
15 Andrex J Walter Thompson MindShare
16 Flora Lowe Initiative Media
17 John West
Canned Fish Leo Burnett Starcom Motive
18 Wrigley's Bray Leino Mediaedge:CIA
19 Princes Canned
Fish McCann-Erickson Universal McCann
BIGGEST BRANDS METHODOLOGY AND DATA SOURCE
All market data for Biggest Brands is sourced from ACNielsen, a VNU company, the world's leading marketing information company. Offering services in more than 100 countries, the company provides measurement and analysis of marketplace dynamics and consumer attitudes and behaviour. Clients rely on ACNielsen's market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns. Retail measurement data for Biggest Brands is provided from ACNielsen's Retail Measurement Services which monitors weekly, integrated data from EPOS checkout scanners, supplemented with retail audit information.
ACNielsen's Retail Measurement Services provide comprehensive information on actual purchases, market shares, distribution, pricing and merchandising and promotional activities and are the fastest and most accurate monitor of consumer sales in Europe. Consumer panel data for Biggest Brands is provided from ACNielsen's consumer panel service Homescan, which tracks the buying behaviour and demographics of more than 135,000 households in 20 countries, primarily through hand-held, in-home scanners (10,500 households in the UK). Penetration figures reveal the number of households buying the brand as a percentage of the GB population, a measure of Consumer Reach for a brand. The figures are based on the year ending April 20, 2002. ACNielsen market coverage for Biggest Brands covers Total Grocers, which includes independent/multiple/co-op grocers. Sales figures are quoted in millions of pounds sterling and cover the latest year ending April 20, 2002. Market coverage for the separate liquor top ten lists covers total GB retail on-Licensed trade: beer; cider; spirits, wine and FABs. Figures cover purchases into trade. The purchase values are quoted in millions of pounds sterling for the year ending Feb/Mar 2002 as the data is bi-monthly. The change in purchase value compares performance to year ending Feb/Mar 2001. Advertising expenditure data is sourced from Nielsen Media Research, the leading and most comprehensive provider of advertising expenditure measurement in the UK. Nielsen Media Research's global media measurement service includes TV audience measurement in 18 countries, radio audience measurement in 11 markets and advertising expenditure measurement in 30 countries. Figures are quoted in £000s and reflect the moving annual total to the year ending April 2002. Press cost estimates are derived from a rate-card calculation based on a mid-point rate. When incorporated into ACNielsen's Multimedia system, Advertising Association discount factors are applied to press figures (on average 38%) to bring them closer to reality. Radio coverage estimates are based on average cost per thousand data taken from each station group and factored using weightings for month, day of the week, daypart and spot length. For TV, estimates of monthly revenue by station are supplied to Nielsen Media Research by TV stations, agencies and auditing houses. Revenue is divided by numbers of spots while factoring in audience, demographics, daypart and spot length. All adspend data quoted excludes direct mail ad spend.
Through strategic partnerships between NetRatings (NASDAQ: NTRT), Nielsen Media Research and ACNielsen, the Nielsen//NetRatings Internet audience measurement service collects real-time data from individuals with access to the internet around the world. Nielsen//NetRatings uses unique technology capable of measuring both internet use and advertising to provide the most timely, accurate and comprehensive internet usage data and advertising information in the global marketplace. For more information, visit www.nielsen-netratings.com.