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The league is formulated by , which visits a number of the ‘big four’ supermarkets awarding points to brands for brand positioning and type of POS found on the shop floor.
Pampers presence was specifically strong in Asda and Tesco. According to Retail Why, the brand features across a large number of gondola ends holding other products. This gave it greater reach around the store.
| Position (position last month) | Brand Position | Points | Comments |
| 1 (2) | Pampers | 122 | Strong presence in Asda and Tesco. Mix of side stacks and gondola ends. |
| 2 (9) | Cadbury (confectionery, snacks) | 121.5 | Large tins and multipack deals cater both for Christmas and Halloween trick or treating. |
| 3 (new) | McVitie's | 84 | Predominantly on offer in Tesco. Wide variety of brands and offers seen. |
| 4 (4) | Walkers | 82 | Focus on sharing key promotions on Doritos and associated dips. |
| 5 (new) | Radox | 78 | Strong presence on gondola ends and sidestacks in Asda and Tesco. |
| 6 (7) | Heinz | 74 | Two key offers on soup and sauce seen across all four supermarkets. |
| 7 (new) | Aquafresh | 73 | Multibuy offers on gondolas in all four supermarkets. |
| 8 (6) | Nestle (confectionery) | 70.5 | Focus on tins. Targeted more on Christmas than Halloween. |
| 9 (new) | Mars | 67.2 | Brands and offers seen on gondola ends targeting Halloween. |
| 10 (new) | Coca-Cola | 63 | Re-entry for Coca-Cola driven by multi-pack can offers across all brands. |
October’s index also sees Kellogg’s departure from the top 10. Kellogg’s has been the most-supported brand in-store since the August, during which time it has been running its free pint of milk promotion.
The latest Instore Index sees continued dominance of the confectionery and snack brands. Cadbury, McVitie’s and Walkers all feature in the top five. Nestle Rowntree’s Quality Street is at number seven.
New entrants to the Index include personal care brands Radox and Aquafresh. Radox featured heavily in Tesco and Asda, while Aquafresh was promoted across all four grocers.
Read more in P&I
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