Asda halves space devoted to RTDs

11 July, 2008

Asda is reducing the amount of space currently devoted to RTDs by around 50 per cent, with more space being devoted to the booming cider category.

Asda is reducing the amount of space currently devoted to RTDs by around 50 per cent, it has been revealed.

The supermarket group confirmed this week that the category was being downgraded, with more space being devoted to the booming cider category.

A spokeswoman could not confirm if the decision would mean delistings for RTD brands, or simply fewer facings for the existing products in the Asda line-up.

The RTD category is now worth £207 million in the off-trade, according to Nielsen data for the year to April 19, and declining at a rate of 7% a year.

Cider, meanwhile, is now worth around £550 million in the take-home sector and increased in value by 21% over the same period.

Cider’s continuing success has been the talking point of the drinks market in recent years, though there are fears that the sector has become saturated. Nielsen calculates there are now 163 ciders in the off-trade, 102 of which can be classed as premium brands.




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