Marketing

Smirnoff tops UK shopping list

Smirnoff has scored first and third place in the UK’s top-selling items list from global market and shopper intelligence firm IRI.

The Smirnoff vodka litre bottle took the top spot with sales of £191 million for the year followed closely by Walkers Crisps (six-pack) with total sales of £179 million while the Smirnoff 700ml bottle took third spot with sales worth £165.2 million.

The 711-brand list, compiling sales data from all UK multiples, convenience stores and independent grocers as well as newsagents and tobacconists over the last 12 months (to Oct ’14), shows Coca Cola Original (500ml bottle) in fifth place (below Pringles). Famous Grouse Whiskey rests in ninth place while Jack Daniels (16th), Bell’s Whiskey (17th) and Gordon’s Gin (18th) all enter the top 20.

“It’s interesting to see what people are choosing to spend their money on,” comments Tim Eales, Strategic Insight Director at IRI, “Clearly we have our favourites – we like salty things, we like alcohol and sugary drinks, so the things we choose to spend our money on are never going to make the list of most healthy products! It’s surprising, but it presents a snapshot of what we like and what we’re buying.”

A 20-can multipack of Fosters topped the beer brands at number 22 on the list, one place above Stella Artois (four-pack).

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