Table of Contents
Executive Summary
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- Impact of COVID-19 on consumer attitudes towards brands
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on brands, 15 December 2020
- Brands help to guide consumers
- More appreciation for brands that keep life running
- Reassert value ahead of tough economic environment
- Leading brands
- Amazon will benefit from 2020 lockdowns
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- Figure 2: Top brands by usage in the last 12 months, January 2019-November 2020
- Fairy’s trust leads to market dominance
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- Figure 3: Top brands by agreement with “A brand that I trust”, January 2019-November 2020
- Amazon’s standout makes it a constant choice for online shoppers
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- Figure 4: Top brands by differentiation (net of “It somewhat stands out from others” and “It’s a unique brand”), January 2019-November 2020
- Brands with high preference are protected against trading down
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- Figure 5: Top brands by commitment (net of “I prefer this brand over others” and “It’s a favourite brand”, January 2019-November 2020
- COVID-19 creates a new appreciation for essential retailers
- Consumers are attached to their tech devices
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- Figure 6: Top brands by excellent reviews, January 2019-November 2020
- Recommendation will help create brand growth
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- Figure 7: Top brands by likely recommendation, January 2019-November 2020
- Functional products can demonstrate quality
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- Figure 8: Top brands by agreement with “A brand that is consistently high quality”, January 2019-November 2020
- Technology brands often dependent on innovation
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- Figure 9: Top brands by agreement with “A brand that is innovative”, January 2019-November 2020
- Leading retailers clearly demonstrate value proposition
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- Figure 10: Top brands by agreement with “A brand that offers good value”, January 2019-November 2020
- Consumers are willing to pay more for quality brands
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- Figure 11: Top brands by agreement with “A brand this is worth paying more for”, January 2019-November 2020
- A focus on ethics and the environment remains crucial
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- Figure 12: Top brands by agreement with “Ethical”, January 2019-November 2020
The Impact of COVID-19 on Consumers
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- Brands help to guide consumers
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- Figure 13: Shopping behaviours during COVID-19, 16 April-19 November
- More appreciation for brands that keep life running
- Essential retailers
- Technology brands
- Food delivery services
- Value set to become more important
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- Figure 14: Trends in consumer sentiment for the coming year, January 2009-November 2020
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- Figure 15: OBR expectations for GDP and unemployment, 2020-25
- Reassert value ahead of tough economic environment
- Learn lessons from the 2008/09 recession
- Savvy shopping is already well established
- A return to DIY
- Consumers looking for help
Leading Brands – Key Takeaways
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- Trusted brands will benefit from the pandemic
- Demonstrate quality to protect against trading down
- Move early on ethical initiatives
Usage
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- Amazon’s brand image will benefit from 2020 lockdowns
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- Figure 16: Top brands by usage in the last 12 months, January 2019-November 2020
- Retailers become even more relied on
Trust
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- Fairy’s trust leads to market dominance
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- Figure 17: Top brands by agreement with “A brand that I trust”, January 2019-November 2020
Differentiation
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- Amazon’s standout makes it a constant choice for online shoppers
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- Figure 18: Top brands by differentiation (net of “It somewhat stands out from others” and “It’s a unique brand”), January 2019-November 2020
- Innovation can help promote a unique offering
Favouritism and Preference
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- Brands with high preference are protected against trading down
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- Figure 19: Top brands by commitment (net of “I prefer this brand over others” and “It’s a favourite brand”), January 2019-November 2020
- Amazon makes it easy for consumers to stay loyal
- COVID-19 creates a new appreciation for essential retailers
Satisfaction and Recommendation
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- Consumers are attached to their tech devices
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- Figure 20: Top brands by excellent reviews, January 2019-November 2020
- Recommendation will help create brand growth
- Lockdowns provide the chance for new brands to come to the fore
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- Figure 21: Top brands by likely recommendation, January 2019-November 2020
Quality
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- Functional products can demonstrate quality
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- Figure 22: Top brands by agreement with “A brand that is consistently high quality”, January 2019-November 2020
- Focus on quality to improve after the pandemic
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- Figure 23: Important factors when buying food products going forward, July 2020
Innovation
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- Technology brands often dependent on innovation
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- Figure 24: Top brands by agreement with “A brand that is innovative”, January 2019-November 2020
- Retailers mesh historic and modern innovations
Value
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- Leading retailers clearly demonstrate value proposition
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- Figure 25: Top brands by agreement with “A brand that offers good value”, January 2019-November 2020
Worth Paying More For
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- Consumers willing to pay more for quality brands
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- Figure 26: Top brands by agreement with “A brand this is worth paying more for”, January 2019-November 2020
- Luxury brands carry an expected price premium
Ethical Brands
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- Focus on ethics and the environment remains crucial
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- Figure 27: Top brands by agreement with “Ethical”, January 2019-November 2020
- Brands with a history of ethics lead the way
- Smaller brands are capable of standing out for their ethical stance
Category Leaders – Key Takeaways
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- Brands can target peace of mind to boost wellbeing
- Customer service will be vital to future brand experiences
- Brands across categories will need to reassert value
Beauty & Personal Care
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- Shift from self-indulgence to self-care
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- Figure 28: Leading brands operating in the beauty and personal care sector, by agreement with “A brand that cares about my health/wellbeing”, January 2019-November 2020
- Market leaders have a better chance to withstand trading down
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- Figure 29: Leading brands operating in the beauty and personal care sector, by commitment (net of “I prefer this brand over others” and “It’s a favourite brand”), January 2019-November 2020
- Ensure consumers are proud of their purchases
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- Figure 30: Leading brands operating in the beauty and personal care sector, by agreement with “A brand that I am proud to be associated with”, January 2019-November 2020
Drink
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- Differentiated image drives sales for alcohol brands
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- Figure 31: Leading brands operating in the drinks sector, by differentiation (net of “It somewhat stands out from others” and “It’s a unique brand”), January 2019-November 2020
- Quality and premium brands create higher satisfaction
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- Figure 32: Leading brands operating in the drinks sector, by satisfaction (net of “Good” and “Excellent”, January 2019-November 2020
Financial Services
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- Financial services brands well placed to push their helpful side
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- Figure 33: Leading brands operating in the financial services sector, by agreement with “Helpful”, January 2019-November 2020
- Cautious consumers will seek trusted brand names
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- Figure 34: Leading brands operating in the financial services sector, by agreement with “A brand that I trust”, January 2019-November 2020
- A test for customer service through digital channels
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- Figure 35: Leading brands operating in the financial services sector, by agreement with “A brand that has great customer service”, January 2019-November 2020
Food
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- Wellbeing focus among food brands set to grow
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- Figure 36: Leading brands operating in the food sector, by agreement with “A brand that cares about my health/wellbeing”, January 2019-November 2020
- Big name brands score highly on perceived value
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- Figure 37: Leading brands operating in the food sector, by agreement with “A brand that offers good value”, January 2019-November 2020
- A space for brands to appeal on pure taste
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- Figure 38: Leading brands operating in the food sector, by agreement with “Delicious”, January 2019-November 2020
Foodservice
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- Delivery service brands are well placed for continued future growth
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- Figure 39: Leading brands operating in the foodservice sector, by likely recommendation, January 2019-November 2020
- Focus on atmosphere to bring customers back post-COVID-19
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- Figure 40: Leading brands operating in the foodservice sector, by agreement with “Welcoming”, January 2019-November 2020
Household Care
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- COVID-19 can help household care brands to extend their influence
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- Figure 41: Leading brands operating in the household care sector, by agreement with “A retailer that I Trust”, January 2019-November 2020
- Efficacy becomes more critical during the pandemic
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- Figure 42: Leading brands operating in the household care sector, by agreement with “Effective”, January 2019-November 2020
Retail
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- COVID-19 benefits retailers with a strong online reputation
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- Figure 43: Leading brands operating in the retail sector, by agreement with “A retailer that provides a great online service”, January 2019-November 2020
- Consumers appreciate essential retailers
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- Figure 44: Leading brands operating in the retail sector, by (net of “I prefer this brand over others” and “It’s a favourite brand”), January 2019-November 2020
- Customer service will be more critical after the virus dissipates
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- Figure 45: Leading brands operating in the retail sector, by agreement with “A retailer that has great customer service”, January 2019-November 2020
Technology and Media
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- The pandemic brings people closer to their device brands
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- Figure 46: Leading brands operating in the technology sector, by commitment (net of “I prefer this brand over others” and “It’s a favourite brand”), January 2019-November 2020
- Media brands can target curious consumers to boost revenues
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- Figure 47: Leading brands operating in the media sector, by agreement with “Authoritative”, January 2019-November 2020
Travel
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- Build trust to reassure consumers about future travel
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- Figure 48: Leading brands operating in the travel sector, by agreement with “A brand that I trust”, January 2019-November 2020
- Value will drive spend on trips during a tough economic environment
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- Figure 49: Leading brands operating in the travel sector, by agreement with “A brand that offers good value”, January 2019-November 2020
- Demonstrate that customers come first
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- Figure 50: Leading brands operating in the travel sector, by agreement with “Welcoming”, January 2019-November 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
Appendix – Brands Covered
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