Beans still mean Heinz
CEREAL giant Kellogg's remains the biggest brand in the UK followed by beans and soup maker Heinz, according to a survey published today.
The study by TNS Worldpanel also showed Cadbury rose from fifth to third place showing the strength of the confectionery brand which was hit by a salmonella scare in June costing £20m.
The fastest-growing categories in the past year were fruit and vegetables and confectionery.
However alcohol is still the biggest market, worth £8.4bn, but growth in the sector has remained static. Stella Artois was the most popular alcoholic drinks brand.
Branding experts say consumers have developed a 'credit-debit' approach to the way they eat, rewarding healthy eating with wine or chocolate.
TNS Worldpanel research director Edward Garner said: 'The healthy eating messages are getting through and we are choosing more wholesome foods but feel the need to then reward our good behaviour.'
The popularity of foods that are good for us is seen in the growth of brands such as Warburtons and Danone which recorded sales growth of 17% and 21% last year. These brands, along with Hovis and Flora, had benefited from promoting a wholesome image.
Craig Smith, editor of Marketing magazine, which commissioned the research, said the success of bread brands was also due to clever advertising and promotion.
The 9% overall growth in bread sales was 'especially impressive given that this rise comes in a staple food category that is already bought by most UK households'.
The data was gathered during the year to 23 April.
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