Instant foods advertising
in print drops 39 pc during Jan-Oct 2008: AdEx Analysis
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Subject: Overview of Instant Foods/Meals sector advertising
in Print during Jan-Oct’08
(Note: The entire analysis is based on Col*Cms)
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Highlights:
• Print advertising of 'Instant Foods/Meals'
witnessed a drop of 39% during Jan-Oct'08 compared to
same period in 2007.
• Magazines garnered 62% share
of overall 'Instant Foods/Meals' advertising in Print
during Jan-Oct ‘08.
• 'Instant Soup Mixes' had the
largest share of 'Instant Foods/Meals' category advertising
in Print during Jan-Oct '08.
• 'Hindustan Unilever Ltd' leads
in Print advertising of 'Instant Foods/Meals' category
during Jan-Oct '08.
• 88% of 'Instant Foods/Meals'
category advertising in Metro Newspapers.
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Volume Growth of Instant Foods/Meals category in Print during
Jan-Oct '08
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During Jan-Oct'08, advertising of ‘Instant Foods/Meals'
category in Print decreased by 39% compared to Jan-Oct'07.
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Share of Instant Foods/Meals' category in Newspaper/Magazine
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• Advertising of 'Instant Foods/Meals'
on Magazines and Newspapers was in the ratio of 62:38 during
Jan-Oct '08.
• Womens' magazines had the largest
slice (70%) of overall advertising share of 'Instant Foods/Meals'
in Magazines followed by 'News/Current Affairs', 'General
Interest' with 10% and 9% share respectively during Jan-Oct
'08.
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Share of Instant Foods/Meals sub categories advertising
in Print
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• During Jan-Oct '08, maximum
ad volumes were of 'Instant Soup Mixes' among the 'Instant
Foods/Meals' category in Print followed by 'Ready to Eat Food'
and 'Noodle/Pasta' with 15% and 4% share respectively during
Jan-Oct '08.
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Top Advertisers of Instant Foods/Meals category in Jan-Oct'08 |
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• Top 5 advertisers share aggregates
to 93% of overall advertising of 'Instant Foods/Meals' category
in Print during Jan-Oct '08.
• ‘HUL’, ‘Nestle
India Ltd’ and ‘Century Laminating Co Ltd’
(brand: Merino Vegit Aloo Mash) were the Top 3 advertisers
of ‘Instant Foods/Meals’ category in Print during
Jan-Oct ’08.
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New brands of Instant Foods/Meals category advertised in Print
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• ‘Knorr Indian Soups’,
‘Sveetee Cury Collection’, ‘Saras Butter
Chicken Gravy’ were the top 3 new brands of ‘Instant
Foods/Meals’ advertised in Print during Jan-Oct ’08.
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New
brands of Instant Foods/Meals category advertised in Print
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• During
Jan-Oct '08, 88% of 'Instant Foods/Meals' advertising on 'Metro'
Newspapers followed by 'Non Metro' and ‘Mini Metro’
Newspapers with 9% and 3% share respectively.
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