Table of Contents
Executive Summary
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- Impact of COVID-19 on food brands
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- Figure 1: Expected impact of COVID-19 on the food through retail market, short, medium and long term, 12 June 2020
- Brand Leaders
- Food brands hold a lot of influence
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- Figure 2: Top ten brands in the food sector by consumption in the last 12 months, December 2017 – February 2020
- A link between commitment, trust and usage
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- Figure 3: Top ten brands in the food sector by commitment (net of “It’s a favourite brand” and “I prefer this brand over others”), December 2017 – February 2020
- It’s a good time to be an established brand
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- Figure 4: Top ten brands in the food sector by agreement with “A brand that I trust”, December 2017 – February 2020
- Treats and indulgence create high satisfaction
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- Figure 5: Top ten brands in the food sector by satisfaction (net of “Good” and “Excellent” reviews), December 2017 – February 2020
- Not just satisfaction that determines recommendation
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- Figure 6: Top ten brands in the food sector by likely recommendation, December 2017 – February 2020
- Unique attributes create differentiation
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- Figure 7: Top ten brands in the food sector by perceived differentiation (net of “It’s a unique brand” and “It somewhat stands out from others”), December 2017 – February 2020
- Brand Personality Traits
- Push innovation as the domain of established brands
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- Figure 8: Top ten brands in the food sector by agreement with “A brand that is innovative”, December 2017 – February 2020
- Focus on value not price
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- Figure 9: Top ten brands in the food sector by agreement with “A brand that offers good value”, December 2017 – February 2020
- Quality is not necessarily based on indulgence…
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- Figure 10: Top ten brands in the food sector by agreement with “A brand that is consistently high quality”, December 2017 – February 2020
- …but indulgence does assist in building a reputation as being worth paying more for
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- Figure 11: Top ten brands in the food sector by agreement with “A brand that is worth paying more for”, December 2017 – February 2020
- Sweet treat brands are considered delicious
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- Figure 12: Top ten brands in the food sector by association with “delicious”, December 2017 – February 2020
- Hot Topics in Food
- Talking about ingredients can aid natural positioning
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- Figure 13: Top ten brands in the food sector by association with “Natural”, December 2017 – February 2020
- Brands with a healthier profile set to benefit from COVID-19
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- Figure 14: Top ten brands in the food sector by agreement with “A brand that cares about my health/wellbeing”, December 2017 – February 2020
- Indulgence and taste are closely linked
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- Figure 15: Top ten brands in the food sector by association with “Indulgent”, December 2017 – February 2020
- Nostalgia contributes towards comfort
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- Figure 16: Top ten brands in the food sector by association with “Comforting”, December 2017 – February 2020
- Environmental issues have not gone away
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- Figure 17: Top ten brands in the food sector by association with “Ethical”, December 2017 – February 2020
- What we think
The Impact of COVID-19 on Food Brands
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- Short, medium and long term impact on the industry
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- Figure 18: Expected impact of COVID-19 on the food through retail market, short, medium and long term, 12 June 2020
- Opportunities and Threats
- Help people through in the short term
- Focus on value to ward off own-label threat
- Pay attention to health benefits
- Explore different sales channels
- Impact on food brands
- A return to near-normal demand levels is a positive for brands
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- Figure 19: Food spending expectations for the next month, 16 April – 11 June 2020
- Brands explore new delivery channels to boost availability
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- Figure 20: Ben & Jerry’s sponsored Instagram story, May 2020
- It’s a good time to be an established brand
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- Figure 21: Leading brands for agreement with “a brand that I trust”, December 2017 – February 2020
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- Figure 22: Cathedral City Stay Home campaign, April 2020
- Younger consumers more likely to trade down in the short term
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- Figure 23: Expectations of a negative impact on unemployment levels and career prospects, 4-11 June 2020
- Shifts in consumer behaviour
- Provenance and localism will become stronger purchase drivers
- New consumers are experiencing online shopping
- Online shopping offers the chance for a brand shake-up
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- Figure 24: Shoppers who have shopped more online over the last 12 months because it’s more convenient than visiting stores, by age, December 2019
- Overall focus on health translates into food choices
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- Figure 25: Change in priorities since the COVID-19 outbreak, 7-14 May 2020
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- Figure 26: Kellogg’s Special K comparison, 2010 vs 2020
- Older groups will be concerned for longer
- Environmental issues have not gone away
- Stress levels will remain elevated
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- Figure 27: Issues affecting wellbeing, by gender, 4-7 June 2020
- Capitalise on the link between food and mood
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- Figure 28: Maltesers lockdown lighter side of life, May 2020
- Bring some normality back to consumers’ lives
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- Figure 29: Hӓagen-Dazs Secret Sofa, April 2020
- Lessons from the 2008-9 recession
- Another push towards discounters
- Private label brands to strengthen their position
- Focus on value, not price
- Scratch cooking and home baking will receive another boost
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- Figure 30: Quaker Oats Instagram sponsored Instagram story, May 2020
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- Figure 31: Mr Kipling home baking kit launches, 2019
- Help build the young’s confidence in the kitchen
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- Figure 32: Consumers who eat out at least once a week, by age, May 2019
- Do not abandon affordable luxury
- Utilise nostalgia that speaks to better times
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- Figure 33: Seabrook 75th anniversary Fish & Chips flavour crisps, April 2020
- COVID-19: Market context
Brand Leaders – What You Need to Know
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- Food brands hold a lot of influence
- A link between commitment, trust and usage
- It’s a good time to be an established brand
- Treats and premium brands create high satisfaction
- Unique attributes create differentiation
Usage
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- Food brands hold a lot of influence
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- Figure 34: Top ten brands in the food sector by consumption in the last 12 months, December 2017 – February 2020
- Cadbury Dairy Milk adds new impetus
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- Figure 35: Top ten brands in the food sector by overall consumption, December 2017 – February 2020
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- Figure 36: Maltesers and KitKat launches, 2020
Preference
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- A link between commitment, trust and usage
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- Figure 37: Top ten brands in the food sector by commitment (net of “It’s a favourite brand” and “I prefer this brand over others”), December 2017 – February 2020
Trust
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- Longevity builds trust
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- Figure 38: Top ten brands in the food sector by agreement with “A brand that I trust”, December 2017 – February 2020
- It’s a good time to be an established brand
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- Figure 39: Heinz Tomato Ketchup launch celebrating 150 years, 2019
- Trusted brands can use their position for short term reassurance
Satisfaction and Recommendation
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- Treats and indulgence create high satisfaction
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- Figure 40: Top ten brands in the food sector by satisfaction (net of “Good” and “Excellent” reviews), December 2017 – February 2020
- Other factors that determine recommendation
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- Figure 41: Top ten brands in the food sector by likely recommendation, December 2017 – February 2020
Differentiation
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- Premium and luxury aids standout
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- Figure 42: Top ten brands in the food sector by perceived differentiation (net of “It’s a unique brand” and “It somewhat stands out from others”), December 2017 – February 2020
- Unique attributes create differentiation
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- Figure 43: Doritos Stax launches, 2020
- Provenance will become a bigger driver of behaviour
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- Figure 44: Examples of launches in the food sector with provenance claims, 2019-20
Brand Personality Traits – What You Need to Know
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- Push innovation as the domain of established brands
- Focus on value not price
- Quality is not necessarily based on indulgence
- Sweet treat brands are considered delicious
Innovation
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- Push innovation as the domain of established brands
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- Figure 45: Top ten brands in the food sector by agreement with “A brand that is innovative”, December 2017 – February 2020
- Ben & Jerry’s is an innovation leader
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- Figure 46: Examples of launches from Ben & Jerry’s, 2019-20
- Established bands can partner with other well-known names
- Innovate to widen consumer base
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- Figure 47: Oatly! Vanilla Ice Cream, 2020
Value
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- Value not necessarily price-dependent
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- Figure 48: Top ten brands in the food sector by agreement with “A brand that offers good value”, December 2017 – February 2020
- Aldi’s own-label performs impressively
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- Figure 49: Examples of launches from Aldi Specially Selected, 2019-20
- Focus on value not price
- Heritage
- Authenticity
- Innovation
- Ethicality
Premium
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- Quality not necessarily based on indulgence…
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- Figure 50: Top ten brands in the food sector by agreement with “A brand that is consistently high quality”, December 2017 – February 2020
- …but luxury does assist in worth paying more
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- Figure 51: Top ten brands in the food sector by agreement with “A brand that is worth paying more for”, December 2017 – February 2020
- Affordable luxury in a post-COVID-19 world
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- Figure 52: Examples of product launches from brands associated with “Worth paying more for”, 2019-20
- Brands expanding with upmarket versions
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- Figure 53: Ritz Baked Bites launches, October 2019
Taste
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- Sweet treat brands are considered delicious
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- Figure 54: Top ten brands in the food sector by association with “delicious”, December 2017 – February 2020
- Magnum increases range with no added sugar variant
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- Figure 55: Examples of Magnum launches, 2019-20
Hot Topics in Food – What You Need to Know
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- Talking about ingredients can aid natural positioning
- Brands with a healthier profile set to benefit from COVID-19
- Indulgence and taste are closely linked
- Nostalgia contributes towards comfort
- Environmental issues have not gone away
Natural
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- Talking about ingredients can aid natural positioning
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- Figure 56: Top ten brands in the food sector by association with “Natural”, December 2017 – February 2020
- Figure 57: Examples of launches from leading brands associated with “Natural”, 2019-20
- Yeo Valley brand name moves into cheese
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- Figure 58: Yeo Valley Organic Mature Cheddar, 2020
Health and Wellness
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- Brands with a healthier profile set to benefit from COVID-19
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- Figure 59: Top ten brands in the food sector by agreement with “A brand that cares about my health/wellbeing”, December 2017 – February 2020
- Heritage in health will count going forwards
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- Figure 60: Examples of launches from leading brands associated with “Cares about health/wellbeing”, 2019-20
- Healthiness to feel good mentally
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- Figure 61: Top ten brands in the food sector by association with “Healthy”, December 2017 – February 2020
- Older groups to look for help with changing their life
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- Figure 62: Examples of launches from leading brands associated with “Healthy”, 2019-20
Indulgence and Comfort
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- Indulgence and taste are closely linked
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- Figure 63: Top ten brands in the food sector by association with “Indulgent”, December 2017 – February 2020
- Figure 64: Muller Bliss Mascarpone Style Yogurts, 2019
- Galaxy launches vegan variant
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- Figure 65: Galaxy Vegan launches, 2019
- Nostalgia contributes towards comfort
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- Figure 66: Top ten brands in the food sector by association with “Comforting”, December 2017 – February 2020
- Consumers will respond to nostalgia that speaks to better times
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- Figure 67: Cadbury Wispa relaunch, 2007
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- Figure 68: Seabrook 75th anniversary Fish and Chips flavour crisps, April 2020
- Align relaxation and comfort
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- Figure 69: Quaker Oats Instagram sponsored Instagram story, May 2020
- Figure 70: Mr Kipling home baking kit launches, 2019
Ethics
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- Environmental issues have not gone away
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- Figure 71: Top ten brands in the food sector by association with “Ethical”, December 2017 – February 2020
- Quorn maintains focus on the environment during COVID-19
- Bakery brands use waste to promote environment
- Halo Top as inspiration to others
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- Figure 72: Examples of product launches from leading brands on ethics, 2019-20
- Brands look to packaging to make a difference
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- Figure 73: Biggest increase in share of claims on new product launches in the food sector, June 2016 – May 2020
- Figure 74: Most important attributes of food packaging, February 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
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