Table of Contents
Executive Summary
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- COVID-19 creates a new focus on health and desire for indulgences
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on the food through retail market, 9 April 2020
- Brand Leaders
- No condiment or dressing is like ketchup… and mayo
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- Figure 2: Top ranking of brands operating in the food sector, by consumption in the last 12 months, November 2018-December 2020
- Favourite brands inspire trust and are easily accessible
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- Figure 3: Top ranking of brands operating in the food sector, by commitment (net of “It is a favourite brand” and “I prefer this brand over others”), November 2018-December 2020
- A link between memories and perceptions of trust
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- Figure 4: Top ranking of brands operating in the food sector, by agreement with “A brand that I trust”, November 2018-December 2020
- Price and likely recommendation
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- Figure 5: Top ranking of brands operating in the food sector, by likely recommendation, November 2018-December 2020
- Brand personality traits
- Heritage brands lead innovation in the food sector
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- Figure 6: Top ranking of brands operating in the food sector, by agreement with “It is a brand that is innovative”, November 2018-December 2020
- Value means more than price
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- Figure 7: Top ranking of brands operating in the food sector, by agreement with “It is a brand that offers good value”, November 2018-December 2020
- Different metrics drive consumers to spend more
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- Figure 8: Top ranking of brands operating in the food sector, by agreement with “It is a brand that is worth paying more for”, November 2018-December 2020
- Sweet treats are the most delicious
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- Figure 9: Top ranking of brands operating in the food sector, by associations with “Delicious”, November 2018-December 2020
- Hot topics in food
- Interest in health grows, but consumers are more cynical
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- Figure 10: Top ranking of brands operating in the food sector, by associations with “Healthy”, November 2018-December 2020
- Indulgence and sweetness travel in parallel
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- Figure 11: Top ranking of brands operating in the food sector, by associations with “Indulgent”, November 2018-December 2020
- A link between ingredients and perceptions of naturalness
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- Figure 12: Top ranking of brands operating in the food sector, by associations with “Natural”, November 2018-December 2020
- Consumers aspire to more ethical lifestyles
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- Figure 13: Top ranking of brands operating in the food sector, by associations with “Ethical”, November 2018-December 2020
The Impact of COVID-19 on Food Brands
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- COVID-19 creates a new focus on health and desire for indulgences
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- Figure 14: Short-, medium- and long-term impact of COVID-19 on the food through retail market, 9 April 2020
- COVID-19 puts emphasis on value
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- Figure 15: Examples of ‘affordable luxury’ product concepts, 2020-21
- The pandemic raises interest in physical health…
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- Figure 16: Examples of new launches carrying health-related claims, 2020-21
- …and mental wellbeing
- Consumers become more sceptical about health-related claims
- Eating occasions move within the home environment
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- Figure 17: Examples of breakfast launches, 2020-21
- The pandemic redesigns the dining experience
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- Figure 18: Examples of meal-kit launches, 2020-21
- Focus on local claims and ingredients grows
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- Figure 19: Examples of launches with ‘local’ claims, 2020-21
- The environment remains a top priority
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- Figure 20: Reasons for buying ethical food and drink, February 2019
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- Figure 21: BOL Foods launches its “Time for a Fresh Start” campaign, 2020
- Food shopping moves online
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- Figure 22: Cadbury Easter Cottage Kit, 2021
Brand Leaders – Key Takeaways
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- Chocolate for inner peace
- Favourite brands inspire trust and are easily accessible
- Use packaging to promote a differentiated image
Usage
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- No condiment or dressing is like ketchup…and mayo
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- Figure 23: Top ranking of brands operating in the food sector, by consumption in the last 12 months, November 2018-December 2020
- Heinz seduces both ketchup and mayo lovers
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- Figure 24: Heinz extends its mayonnaise variants, 2020-21
- Chocolate for inner peace
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- Figure 25: Top ranking of brands operating in the food sector, by overall consumption, November 2018-December 2020
Preference
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- Favourite brands inspire trust and are easily accessible
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- Figure 26: Top ranking of brands operating in the food sector, by commitment (net of “It is a favourite brand” and “I prefer this brand over others”), November 2018-December 2020
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- Figure 27: Examples of launches from top favourite brands, 2020-21
Trust
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- A link between memories and perceptions of trust
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- Figure 28: Top ranking of brands operating in the food sector, by agreement with “A brand that I trust”, November 2018-December 2020
- Walkers relaunch flavours from the ‘90s
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- Figure 29: Walkers launches “Quavers flavours that take you back” advert, 2021
- Cadbury imagines new ways to enjoy chocolate
Satisfaction and Recommendation
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- Heinz benefits from strong brand image
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- Figure 30: Top ranking of brands operating in the food sector, by satisfaction (net of “Good” and “Excellent” reviews), November 2018-December 2020
- Price, satisfaction and likely recommendation
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- Figure 31: Top ranking of brands operating in the food sector, by likely recommendation, November 2018-December 2020
- Bonne Maman celebrates mums
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- Figure 32: Bonne Maman celebrates Mother’s Day, 2021
- Figure 33: Fearne & Rosie Reduced Sugar Strawberry Jam, 2019
Differentiation
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- Ferrero Rocher and Lindt Lindor stand out from the crowd
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- Figure 34: Top ranking of brands operating in the food sector, by perceived differentiation (net of “It is a unique brand” and “It somewhat stands out from others”), November 2018-December 2020
- Partner with creative companies to elevate the experience
- Use packaging to promote a differentiated image
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- Figure 35: Examples of collaborations between food brands and Dolce & Gabbana, 2020
- Spicy flavours to stand out
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- Figure 36: Pringles launches new Sizzl’n range, 2021
Brand Personality Traits – Key Takeaways
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- Ben & Jerry’s stands for civil rights and climate justice
- Value means more than price
- Sweet treats are the most delicious
Innovation
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- Heritage brands lead innovation in the food sector
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- Figure 37: Top ranking of brands operating in the food sector, by agreement with “It is a brand that is innovative”, November 2018-December 2020
- Ben & Jerry’s stands for civil rights and climate justice
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- Figure 38: Ben & Jerry’s announces launch of its Change the Whirled Non-Dairy ice-cream variant, 2020
- Müller Corner focuses on positive emotions
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- Figure 39: Müller Corner launches new Creations by Dina Asher-Smith, 2021
Value
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- Value means more than price
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- Figure 40: Top ranking of brands operating in the food sector, by agreement with “It is a brand that offers good value”, November 2018-December 2020
- Warburtons partners with Love Food Hate Waste
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- Figure 41: Warburtons encourages consumers to limit food waste, 2021
Premium
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- A link between perceived quality and commitment
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- Figure 42: Top ranking of brands operating in the food sector, by agreement with “It is a brand that is consistently high quality”, November 2018-December 2020
- McVitie’s experiments with flavours
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- Figure 43: Examples of new launches from McVitie’s, 2020-21
- Different metrics drive consumers to spend more
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- Figure 44: Top ranking of brands operating in the food sector, by agreement with “It is a brand that is worth paying more for”, November 2018-December 2020
- Gü uses new recipes and packaging to add value
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- Figure 45: Examples of new launches and seasonal packaging from Gü, 2020
Taste
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- Sweet treats are the most delicious
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- Figure 46: Top ranking of brands operating in the food sector, by associations with “Delicious”, November 2018-December 2020
- Maltesers launches new cake bars
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- Figure 47: Maltesers launches new Cake Bars, 2021
Hot Topics in Food – Key Takeaways
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- Interest in health and wellness grows, but consumers are more cynical
- Rowse enters the chocolate-spread market
- Yeo Valley introduces smart packaging
Health and Wellness
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- Interest in health and wellness grows, but consumers are more cynical
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- Figure 48: Top ranking of brands operating in the food sector, by associations with “Healthy”, November 2018-December 2020
- Use technology to support healthy food habits
- Time and heritage build perceptions of health and wellbeing
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- Figure 49: Top ranking of brands operating in the food sector, by agreement with “A brand that cares about my health/wellbeing”, November 2018-December 2020
- Figure 50: Examples of Weetabix #HaveYouHadYourWeetabix campaign, 2021
- Actimel launches its first plant-based range
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- Figure 51: Actimel launches 100% Dairy Free range, 2020
- Yakult promotes a holistic approach to health
Indulgence and Comfort
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- Indulgence and sweetness travel in parallel
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- Figure 52: Top ranking of brands operating in the food sector, by associations with “Indulgent”, November 2018-December 2020
- Häagen-Dazs offers double indulgence in one tub
- Savoury brands can offer indulgence and comfort too
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- Figure 53: Top ranking of brands operating in the food sector, by associations with “Comforting”, November 2018-December 2020
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- Figure 54: Examples of indulgent and ‘swavoury’ snacks, 2020
Natural
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- A link between ingredients and perceptions of naturalness
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- Figure 55: Top ranking of brands operating in the food sector, by associations with “Natural”, November 2018-December 2020
- Rowse enters the chocolate-spread market
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- Figure 56: Rowse ChocoBee Chocolate Spread with Honey & Cocoa, 2021
- Nairn’s extends its gluten-free offering
Ethics
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- Consumers aspire to more ethical lifestyles
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- Figure 57: Top ranking of brands operating in the food sector, by associations with “Ethical”, November 2018-December 2020
- Yeo Valley introduces smart packaging
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- Figure 58: Yeo Valley’s ‘Moo-R’ QR code, 2021
- Unilever invests in packaging sustainability
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- Figure 59: Magnum launches new recyclable ice-cream tub, 2021
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
Appendix – Brands Covered
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