This week, in the second part of our annual Biggest Brands survey
covering the 52 weeks to April 18 1998, we look at how the leading
branded fmcg goods are doing in their respective sectors. The survey,
carried out by Marketing in conjunction with ACNielsen, offers a unique
insight into how individual sectors are faring.
It reveals which brands are rising and falling, where own-label is
mounting the biggest challenge and where innovative newcomers are
causing established names the most trouble.
Those that invest in npd and are constantly introducing new innovations
are coming out on top. Pot desserts is the fastest-growing sector, with
many of the familiar brand owners expanding into new variants and quirky
kids’ products.
Meanwhile the phenomenal success of Stella Artois is reflected in the
beer category as a whole, which comes in as the second fastest-growing
sector. No doubt its success is partly to blame for the fall in the
spirits market - down 2.7%. Similarly Whiskas’ poor performance is less
surprising when seen in the context of the pet-food sector’s 7%
decline.
POT DESSERTS ... 11.7%
This is a vibrant sector, encompassing yoghurt, fromage frais and
chilled desserts. Luxury and health are the driving factors in this
sector and yoghurts continue to perform most strongly. Onken, one of
this year’s fastest-growing brands, has done particularly well,
increasing sales by 43.1% year on year. Its combination of health and
luxury suggests it is hitting the right note with consumers who like to,
as it were, have their cake and eat it.
St Ivel is the other strong performer. Its growth was stimulated by the
re-launch of the Shape and Cadbury chilled dessert brands, both of which
did well in 1997-98. Shape is now a formidable brand in this sector,
with the chilled dessert, yoghurt and fromage frais variants notching up
combined sales of pounds 159.5m and posting growth of 28.3%.
Fromage frais is the area to suffer most in pot desserts, with Eden
Vale’s Munch Bunch dropping sales. Yoplait has bucked this trend with
its children’s brands Frubes and Petits Filous. Muller, which has a good
track record in innovative formats, is launching its own children’s
fromage frais, Yogz.
BEER ... 9.6%
Stella is the undisputed star of this sector, growing 31% and racing up
last week’s table of mega brands. This is the third year running it has
put in a strong showing, although the figures have been criticised by
the brewers of the big on-trade sellers - particularly Carling - which
claim their brands are bigger.
This year we have provided on-trade equivalent figures to balance things
up. This shows that Carling, Foster’s and Heineken are all bigger than
Stella in terms of on-trade sales, but not off, where Stella continues
to rule. According to ACNielsen’s latest figures, Stella is now the UK’s
favourite take-home alcoholic drink.
Budweiser is yet to count the effect of its World Cup sponsorship, but
factors such as the launch of Bud Light in February could have an
impact.
A downturn in dark-ale drinking in favour of lager has made life harder
for Boddingtons. In the on-trade sector, the brand still lags behind
Stones, Worthington, Tetley’s and John Smith’s.
PERSONAL CARE ... 9.4%
Colgate is the star performer in terms of sales, moving up into first
place from last year’s third spot. But the big story is that Procter &
Gamble’s Always replaces Tampax as the number-one sanpro brand - a
significant indicator of the changing preferences of female consumers.
In ad terms P&G, which bought Tambrands last year, has put double the
money behind Always.
Elida Faberge’s Lynx, which stays fourth despite increasing its sales by
13%, is neck and neck with stablemate Sure.
BABY CARE ... 9.3%
Pampers and Huggies stay on top. Pampers is bolstered by an pounds 11.6m
ad spend through Saatchi & Saatchi, which outguns Huggies on pounds 9.7m
through Ogilvy & Mather.
Success for Huggies in the UK is crucial to Kimberley-Clark as the rest
of Europe is nothing like as profitable. At this rate it could knock
Pampers off the top next year.
Cow & Gate has relaunched its food range as Olvarit and is supporting it
with a pounds 1m ad campaign starting this month.
INTERNATIONAL FOOD ... 8.2%
The boom in international food is being fuelled by more adventurous
eating habits and a trend toward convenience food and snacking.
Van den Bergh’s Ragu is making ground on Dolmio, but the Mars-owned
Master Foods leader continues to out-advertise and out-grow its rival.
Both brands are benefiting from high demand for Italian pasta
sauces.
The rest of the table looks very different this year because ACNielsen
has improved and broadened its coverage of the international food
sector.
It now includes savoury rice and prepared pasta, which explains the
appearance of the two Batchelors brands at positions seven and nine.
BISCUITS ... 7.4%
There’s not a huge amount happening here, except the blitzkrieg
performance of Kellogg’s Nutri-Grain. In association with npd
specialists Dragon International, Kellogg has created a new category
with Nutri-Grain and there are bound to be imitators not too far
behind.
After Cadbury’s Chocolate Fingers, McVitie’s Jaffa Cakes is the other
fast grower, moving up from fifth to third spot. McVitie’s has extended
the Jaffa Cakes brand to include a ’six-pack’ variant that is convenient
for children’s lunchboxes.
SOFT DRINKS ... 3.2%
With the top six in this year’s league all unchanged from last year,
things have not changed dramatically in the soft-drinks sector.
Tropicana - one of this year’s fastest growers - is the only new entry.
The brand has just been sold by Seagram to PepsiCo. PepsiCo’s plans for
Tropicana are still unclear, although it is likely to receive much
heavier marketing support than previously.
Massive marketing initiatives continue to drive this sector. Pepsi
continues to lag a long way behind Coke, whose drive to ’own’ football
has been a particular success.
OTC ... 2.2%
Nicorette and Nurofen are the two stars of this sector. Nicorette’s rise
must be connected to the fall in the number of people smoking, or at
least an increase in the number trying to give up. Its latest
innovation, the Nicorette inhaler, surely works on the premise that
people will give up quicker to avoid the embarrassment of being seen
sucking on it in public.
Nurofen just missed the cut for this year’s 20 fastest-growing brands -
its second strong performance in two years but with half the ad spend,
according to ACNielsen Meal’s figures. Consistent line extensions have
kept the brand moving since its launch in 1983, including Cold & Flu,
Plus, Caplets and Advance.
PAPER PRODUCTS ... 2.2%
Fort James will be celebrating this year, with two of its paper brands,
KittenSoft Kitchen Towels and Nouvelle Toilet tissue, coming out as the
first and second fastest-growing brands of 1997-98.
Fort James, which was formed by the merger of US manufacturers James
River (which owned Dixcel) and Fort Howard (Nouvelle), is now the
world’s second-largest tissue manufacturer after Kimberly-Clark.
Kimberly-Clark and SCA continue to dominate with Andrex and Kleenex,
although the Kleenex toilet tissue brand is one of the biggest fallers
in this year’s survey.
HOT BEVERAGES ... 2%
There is no change in the pecking order in this sector, with all ten
brands in the same positions as last year. Van den Bergh may well
question the success of the 1996 PG Tips Pyramid Bag launch, given that
sales of the brand have dropped by nearly 7%. The only tea brands to be
increasing sales are premium Yorkshire and Twinings.
As for coffee, it continues to take share away from the tea brands.
Nescafe and Gold Blend are still top of the tree and growing, but not as
fast as Kenco, which has almost doubled its ad spend from last year to
bring it almost onto a par with the lavishly advertised Gold Blend.
FABRIC CARE ... 0.7%
Ariel still leads the pack but having dropped 10% has a fight to keep
ahead of Lever’s Persil, which seems to have shaken off the Persil Power
fiasco. P&G has five products in the top ten compared to Lever’s
four.
The only change from last year is that P&G’s Dreft has dropped off the
bottom to be replaced by Benckiser’s Vanish.
The launch of Persil tablets is too recent to influence this year’s
survey.
CRISPS AND SNACKS ... -0.3%
Despite Pringles’ phenomenal growth this year, the crisps and snacks
sector seems to have peaked. In the 1997 Biggest Brands survey, the
sector was the second fastest grower, expanding by 17%. This year it has
come to a halt, probably caused by a lack of new-product
development.
Walkers remains the market leader but even its sales have dropped from
last year, along with almost every other brand in the category. Monster
Munch has lost its number-ten slot to KP Nuts.
CIDER ... -1.0%
This is the first year cider has been included in the survey and both
off- and on-trade figures are listed, although the brands are ranked by
off-trade sales. Bulmer dominates the sector with its Strongbow
brand.
While the alcopop craze initially hit the cider market, it has also
suffered at the hands of a resurgent beer market. Some industry
observers think the sector is on a permanent downward spiral but there
are some strong brands still performing well.
CONFECTIONERY ... -1.6%
Wrigley’s Extra chewing gum continues to outgrow all the other brands in
the list, with a 9.4% growth. Its association with dental health has
been a factor in this success.
Nestle, Cadbury and Mars remain the dominant companies behind the
leading products in the sector. Kit Kat and Mars Bar remain the leading
brands but both have suffered from the wealth of new products to hit the
confectionery market.
CEREALS ... -1.9%
The cereal maestro, Kellogg, has clearly suffered at the hands of
own-label during the past year. With the exception of Special K, all its
brands suffered a drop in sales. However, Corn Flakes has held on to the
top slot despite a sales decline of nearly 8%.
CANNED FOOD ... -2.3%
Heinz still dominates the canned food sector, but even its strong brand
name has not been sufficient to halt the decline of this category. All
brands in this sector bar two saw their sales drop this year.
Own-label has hit this sector hard, forcing big brands like Heinz to
respond. It has done so by steadily investing in its TV advertising
through Bates Dorland.
John West products have dipped but Heinz, which bought the canned fish
brand from Unilever last year, is putting pounds 3m into a TV ad
campaign created by Leo Burnett. It is the first time in seven years
that the brand has been on TV.
SPIRITS ... -2.7%
While still on the decline, the spirits sector has at least halted the
rate of decline compared with last year’s 7.9% fall. Nonetheless, it is
clear the shift in drinking habits toward lager and wine remains a
factor.
Bailey’s continues to be the success story of the sector, recording an
11.9% growth. Gordon’s Gin has crept back up to the second slot. Its
owner, Diageo, recently announced a pounds 15m marketing package aimed
at boosting the Gordon’s brand.
CANNED PET FOOD ... -3.0%
Pedigree and Nestle-owned Spillers continue to fight it out in this
sector, with Spillers’ Felix showing growth of 2% and Whiskas declining
by 9.5%.
Data published in last week’s Top 50 table for this category has been
revised by ACNielsen for this week’s table to include new brand lines
for 1998, bringing sales for Whiskas up to number 19 in the Top 50
table, a fall of nine places since last year.
Industry predictions that pet food will become the latest own-label
target category seem to be coming true, with the cat-food sector being
heavily hit. Own-label products now account for almost 15% of the
cat-food market.
THE UK’S BIGGEST BRANDS METHOLOGY
ACNielsen’s comprehensive databases incorporates retail market tracking,
via the ACNielsen Retail Measurement Service, which provides the
definitive monitor of consumer sales. Scanning data and panel estimates
are integrated into the service, making it the fastest and most accurate
monitor of consumer sales anywhere in Europe.
Consumer purchasing analysis derived from Homescan, ACNielsen’s
electronic household panel, comprising 10,500 households throughout the
UK.
Weekly scanning data from Scantrack which provides rapid information on
consumer sales through the key account EPOS stores, enabling swift
evaluation of tactical marketing campaigns.
Market coverage and categories are as follows - Total Grocers: biscuits;
cakes; canned food; cereals; fabric care; household cleaners; hot
beverages; international food; paper products; pet food; pot desserts;
spreads. Co-op & Defined Multiple Grocers: frozen food.
Grocers, CTNs, Filling Stations & Off Licence: confectionery; crisps &
snacks; soft drinks. All Outlets: otc; personal care; fragrances.
Grocers & Pharmacies excl. Boots: baby care.
Total Off-licenced Trade: beer; cider; spirits.
Sales figures are quoted in pounds million within a range of pounds 5m
brackets except for the leading brands in each table and relate to the
52 weeks ending April 18 1998. A brand is identified as a collection of
products in the same product field sold under the same brand name.
TEN HOT BRANDS TO WATCH
pounds m sales
Brand Company average 4-weekly
1 Sunny Delight Procter & Gamble Over 2.7
2 Nutri-Grain Kellogg 1.5 - 2.0
3 Celebrations Mars 1.5 - 2.0
4 Maverick Nestle 1.0 - 1.5
5 Astros Cadbury 1.0 - 1.5
6 Ace Bleach Procter & Gamble 0.5 - 1.0
7 Fruitibix Weetabix 0.5 - 1.0
8 Flyte Mars 0.5 - 1.0
9 Shape Chilled Desserts St Ivel 0.5 - 1.0
10 Go Ahead Confectionery McVitie’s 0.5 - 1.0
Without two full years of sales data, these ’hot’ new brands are some of
the fastest new launches off the blocks. It remains to be seen which of
them can sustain this pace over a longer sales period.
Unsurprisingly given the recent press coverage, Procter & Gamble’s Sunny
Delight comes out on top. Despite being criticised by the Food
Commission, the vitamin-enriched citrus drink has got off to a booming
start since its launch in April. The launch has been supported by a
pounds 9m European ad campaign created by Saatchi & Saatchi.
With the introduction of Nutri-Grain, Kellogg has successfully extended
its trusted reputation for cereals into a new product category.
Launched in May 1997 and now available in three variants, Nutri-Grain
has tapped into the time-pressured consumer’s need for ’breakfast on the
go’.
Mars has two new confectionery products in the list. Celebrations, its
miniature chocolate bar boxed selection is first, with Flyte, its
low-fat bar, at number eight.
Otherwise the confectionery sector continues to produce product
variations - this year’s winners include Nestle’s Maverick and Cadbury’s
Astros.
POT DESSERTS
Brand 1998 listing % change Company Adspend
pounds m yr on yr pounds m
May 97-Apr 98
1 Muller Yoghurt Over 164 11.1 Muller 2.46
2 Ski Yoghurt 60 - 65 10.1 Eden Vale 2.80
3 St Ivel Shape Yoghurt 55 - 60 23.4 St Ivel 0.02
4 Yoplait Fromage Frais 40 - 45 16.3 Yoplait 1.07
5 St Ivel Cadbury’s
Chilled Dessert 30 - 35 8.1 St Ivel 0
6 Muller Chilled Dessert 25 - 30 17.6 Muller 4.84
7 Munch Bunch Fromage
Frais 20 - 25 -6.4 Eden Vale 0.10
8 Onken Yoghurt 10 - 15 43.1 Onken 0.59
9 St Ivel Shape
Fromage Frais 10 - 15 -11.5 St Ivel 0.01
10 Munch Bunch Yoghurt 10 - 15 7.4 Eden Vale 0
Source for all adspends: ACNielsen, Meal.
PERSONAL CARE
Brand 1998 listing % change Company Adspend
pounds m yr on yr pounds m
May 97-Apr 98
1 Colgate Toothpaste Over 101 11.2 Colgate-
Palmolive 10.33
2 Always 90 - 95 13.2 Procter & Gamble 15.60
3 Tampax 85 - 90 2.2 Tambrands 6.94
4 Lynx Deodorant 70 - 75 12.9 Elida Faberge 8.27
5 Sure Deodorant 65 - 70 13.6 Elida Faberge 8.80
6 Oil Of Ulay Moisturiser 55 - 60 16.8 Procter & Gamble 10.86
7 Sensor 55 - 60 12.6 Gillette 4.63
8 Pantene Shampoo 40 - 45 1.6 Procter & Gamble 21.19
9 Macleans 40 - 45 2.5 SmithKline Beecham 0.84
10 Lil-lets 40 - 45 2.5 Smith & Nephew 1.27
BABYCARE
Brand 1998 listing % change Company Adspend
pounds m yr on yr pounds m
May 97-Apr 98
1 Pampers Nappies Over 194 3.0 Procter & Gamble 11.62
2 Huggies Nappies 80 - 85 24.6 Kimberly-Clark 9.70
3 Heinz Baby Food 45 - 50 18.3 HJ Heinz 0.05
4 SMA Baby Milk 40 - 45 7.0 SMA Nutrition 1.01
5 Cow & Gate Baby Milk 25 - 30 1.0 Cow & Gate Nutricia 0.31
6 Pampers Baby Wipes 20 - 25 36.5 Procter & Gamble 1.31
7 Olvarit 10 - 15 5.4 Cow & Gate Nutricia 0.14
8 Farley’s Baby Food 10 - 15 -2.4 HJ Heinz 0.08
9 Farley’s Baby Milk 10 - 15 25.6 HJ Heinz 0.07
10 Milupa Baby Food 5 - 10 -11.8 Cow & Gate Nutricia 0.12
INTERNATIONAL FOODS
Brand 1998 listing % change Company Adspend
pounds m yr on yr pounds m
May 97-Apr 98
1 Dolmio Pasta Sauce Over 54 31.5 Master Foods 6.69
2 Ragu Pasta Sauce 25 - 30 11.0 Van den Bergh 1.49
3 Sharwood’s Indian Foods 20 - 25 -9.5 Sharwood’s 0.30
4 Batchelors Noodles 20 - 25 15.3 Van den Bergh 3.94
5 Uncle Ben’s Dry Rice 20 - 25 - Master Foods 1.84
6 Homepride Curry Sauces 15 - 20 -6.3 Campbell’s 0.61
7 Batchelors Prepared
Pasta 15 - 20 -4.9 Van den Bergh 0.09
8 Patak’s Indian Foods 15 - 20 10.9 Patak Spices 0.88
9 Batchelors Savoury Rice 10 - 15 -6.6 Van Den Bergh 0
10 Buitoni Dry Pasta 10 - 15 7.2 Nestle 0.64
BISCUITS
Brand 1998 listing % change Company Adspend
pounds m yr on yr pounds m
May 97-Apr 98
1 McVitie’s Homewheat Over 47 -5.3 McVitie’s 0.02
2 McVitie’s Digestive 30 - 35 -6.0 McVitie’s 0.53
3 McVitie’s Jaffa Cakes 25 - 30 3.4 McVitie’s 0.38
4 Kellogg’s Nutri-Grain
Morning Bar 20 - 25 227.5 Kellogg 4.01
5 McVitie’s Rich Tea 15 - 20 1.7 McVitie’s 0
6 Cadbury’s Chocolate
Fingers 15 - 20 35.6 Premier Brands 0
7 Ryvita Crispbread 15 - 20 -3.8 Ryvita 1.11
8 McVitie’s Cheddars
Crackers 10 - 15 -6.3 McVitie’s 0
9 Jacob’s Cream Crackers 10 - 15 -1.5 Jacob’s Bakery 0.24
10 Ritz Crackers 10 - 15 -4.6 Jacob’s Bakery 0
HOUSEHOLD CLEANERS
Brand 1998 listing % change Company Adspend
pounds m yr on yr pounds m
May 97-Apr 98
1 Fairy Over 88 14.6 Procter & Gamble 12.06
2 Domestos 55 - 60 3.3 Lever Brothers 6.11
3 Finish 55 - 60 11.5 Benckiser 4.75
4 Flash 55 - 60 3.1 Procter & Gamble 8.85
5 Glade 40 - 45 2.4 Johnson Wax 4.44
6 Jif 35 - 40 2.7 Lever Brothers 7.49
7 Haze 20 - 25 5.5 Reckitt & Colman 1.74
8 Mr Muscle 15 - 20 2.0 Johnson Wax 3.52
9 Persil 15 - 20 -2.7 Lever Brothers 3.68
10 Morning Fresh 10 - 15 -5.6 Cussons 0.36
SOFT DRINKS
Brand 1998 listing % change Company Adspend
pounds m yr on yr pounds m
May 97-Apr 98
1 Coca-Cola Over 580 5.1 Coca-Cola 31.41
2 Pepsi 190 - 195 6.1 PepsiCo 10.91
3 Robinsons 155 - 160 -7.4 Britvic 3.88
4 Ribena 150 - 155 7.4 SmithKline Beecham 3.80
5 Lucozade 110 - 115 -0.2 SmithKline Beecham 8.10
6 Tango 105 - 110 0.4 Britvic 7.21
7 Schweppes 65 - 70 -7.2 Schweppes 2.22
8 Irn-Bru 60 - 65 5.3 AG Barr 1.59
9 Tropicana 55 - 60 24.1 Tropicana UK 0
10 Lilt 55 - 60 3.4 Coca-Cola 1.08
CAKES
Brand 1998 listing % change Company Adspend
pounds m yr on yr pounds m
May 97-Apr 98
1 Mr Kipling Over 110 5.5 Manor Bakeries 4.27
2 Cadbury 60 - 65 8.0 Manor Bakeries 0.50
3 McVities 45 - 50 9.7 McVitie’s 0
4 Lyons 30 - 35 -14.5 Manor Bakeries 0.01
5 Entenmann’s 15 - 20 0.1 CPC 0.22
6 Memory Lane 5 - 10 -6.5 Memory Lane 0
7 Dancake 5 - 10 -15.1 Carrs Foods 0
8 Sunblest 5 - 10 -5.9 Allied Bakeries 0
9 Hales Under 5 15.2 Manor Bakeries 0
10 Knightsbridge Under 5 -7.3 Jessie Oldfield 0
OTC
Brand 1998 listing % change Company Adspend
pounds m yr on yr pounds m
May 97-Apr 98
1 Seven Seas
Supplements Over 93.9 -7.5 Seven Seas 4.72
2 Anadin Analgesics 35 - 40 -2.5 Whitehall Labs 1.69
3 Nurofen Analgesics 30 - 35 16.0 Crookes Healthcare 3.12
4 Sanatogen Supplements 25 - 30 1.4 Roche Consumer 2.05
5 Lemsip Cold Treatment 25 - 30 -0.8 Reckitt & Colman 2.41
6 Beecham’s Cold
Treatment 25 - 30 -3.1 SmithKline Beecham 2.88
7 Nicorette Smoking
Cessation 20 - 25 28.9 Pharmacia & Upjohn 3.90
8 Benylin Cough Treatment 20 - 25 1.7 Warner Lambert 1.64
9 Solpadeine 20 - 25 11.0 SmithKline Beecham 2.70
10 Calpol Infant
Suspension 20 - 25 3.0 Warner Lambert 0.55
BEER
Brand 1998 listing % Chg On-trade % chg Company Adspend
pounds m y/o/y equiv, y/o/y pounds m
pounds m May 97-Apr 98
1 Stella Artois Over 165 31.1 Over 394 27.5 Whitbread 3.92
2 Carling 100-105 4.4 1000-1005 16.2 Bass Brewers 5.16
3 Budweiser 75-80 27.8 350-355 6.3 Anheuser-Busch 10.05
4 Foster’s 65-70 14.9 875-880 11.3 Scottish Courage 3.43
5 Heineken 60-65 -1.7 450-455 1.8 Whitbread 0.95
6 Special Brew 50-55 -4.9 20-25 -10.1 Carlsberg-Tetley 0
7 Tennent’s Super 45-50 -6.0 Under 5 -64.1 Bass Brewers 0
8 Boddingtons 40-45 -10.7 150-155 -1.3 Whitbread 5.73
9 Miller Pilsner 40-45 8.4 80-85 21.4 Scottish Courage 3.30
10 Tennent’s Lager 40-45 1.0 255-260 5.4 Bass Brewers 0.65
CIDER
Brand 1998 listing % Chg On-trade % chg Company Adspend
pounds m y/o/y equiv, y/o/y pounds m
pounds m May 97-Apr 98
1 Strongbow Over 35 6.3 Over 244 17.8 Bulmer 3.51
2 Olde English 15-20 3.2 Under 5 -77.7 Matthew Clark 0
3 Woodpecker 15-20 6.2 60-65 8.9 Bulmer 0.75
4 White Lightning 15-20 8.2 Under 5 39.0 Bulmer 0
5 Diamond White 10-15 4.6 35-40 -16.0 Matthew Clark 1.37
6 Scrumpy Jack 10-15 13.0 50-55 2.4 Bulmer 1.95
7 Stonehouse 5-10 -10.6 Under 5 18.7 Bulmer 0.05
8 Black Oak 5-10 -7.7 n/a n/a Bulmer 0
9 Pulse 5-10 -36.5 n/a n/a Merrydown 0
10 Merrydown Orig Under 5 -44.7 5-10 -35.2 Merrydown 0
SPIRITS
Brand 1998 listing % Chg On-trade % chg Company Adspend
pounds m y/o/y equiv, y/o/y pounds m
pounds m May 97-Apr 98
1 Bell’s Ex Spec Over 117 -6.2 Over 117 -6.2 Diageo 2.33
2 Gordon’s Gin 85-90 -1.3 n/a n/a Diageo 4.70
3 Famous Grouse 85-90 -4.0 15-90 -4.0 Highland
Distillers 2.07
4 Smirnoff Red
Label 75-80 -3.5 n/a n/a Diageo 6.34
5 Teacher’s 55-60 7.4 55-60 7.4 Allied Domecq 0.02
6 Bacardi 50-55 0.2 n/a n/a Bacardi & Co 5.83
7 Bailey’s 35-40 11.9 n/a n/a Diageo 1.89
8 J Grants Vodka 30-35 -12.1 n/a n/a Glencatrine Bond 0
9 Grant’s Scotch 30-35 -10.8 30-35 -10.8 W Grant & Sons 0.44
10 Martell Vs 25-30 -3.4 n/a n/a Seagram 0.43
PAPER PRODUCTS
Brand 1998 listing % change Company Adspend
pounds m yr on yr pounds m
May 97-Apr 98
1 Andrex Toilet Tissues Over 207m 6.4 Kimberly-Clark 9.25
2 Kleenex Toilet Tissues 90-95 &nbs
_1.jpg)
.jpg)
