Table of Contents
Executive Summary
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- Brand Leaders
- Snacking brands amongst the most eaten
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- Figure 1: Top ranking of brands in the food sector, by overall usage, January 2016-March 2019
- Popular brands remain popular
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- Figure 2: Top ranking of brands in the food sector, by usage in the last 12 months, January 2016-March 2019
- Preference results in usage
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- Figure 3: Top ranking of brands in the food sector, by commitment (net of “I prefer this brand over others” and “It is a favourite brand”), January 2016-March 2019
- Big-name brands benefit from higher levels of trust
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- Figure 4: Top ranking of brands, by agreement with “A brand that I trust”, January 2016-March 2019
- Heinz’ image underpinned by high satisfaction
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- Figure 5: Top ranking of brands in the food sector, by satisfaction (net of “good” and “excellent” reviews), January 2016-March 2019
- Jacob’s, Schwartz and Blue Dragon leverage image over satisfaction
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- Figure 6: Top ranking of brands in the food sector, by likely recommendation, January 2016-March 2019
- Pringles and chocolate brands lead on differentiation
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- Figure 7: Top ranking of brands in the food sector, by perceived differentiation (net of “It’s somewhat different from others” and “It’s a unique brand”), January 2016-March 2019
- Brand Personality
- Ben & Jerry’s continues to push NPD
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- Figure 8: Top ranking of brands, by agreement with “A brand that is innovative”, January 2016-March 2019
- Aldi’s reputation precedes it
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- Figure 9: Top ranking of brands, by agreement with “A brand that offers good value”, January 2016-March 2019
- The importance of good value on purchase intent
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- Figure 10: Correlation of product perceptions and purchase intent, January 2017-February 2019
- Exclusivity formed by luxurious imagery
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- Figure 11: Top ranking of brands, by agreement with “Exclusive”, January 2016-March 2019
- Heinz demonstrates that image, not price, defines added value
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- Figure 12: Top ranking of brands, by agreement with “A brand that is worth paying more for”, January 2016-March 2019
- Treats dominate the brands considered delicious
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- Figure 13: Top ranking of brands, by agreement with “Delicious”, January 2016-March 2019
- Hot Topics
- Healthy brands may need to leverage heritage while adapting
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- Figure 14: Top ranking of brands, by agreement with “Healthy”, January 2016-March 2019
- Health is a strong influencer on ethics
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- Figure 15: Top ranking of brands, by agreement with “Ethical”, January 2016-March 2019
- Total adspend on food drops again
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- Figure 16: Total above-the-line, online display and direct mail advertising expenditure on the food sector, 2015-18
- Quorn promotes product on three key benefits
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- Figure 17: Top brands, by recorded above-the-line, online display and direct mail advertising expenditure in the food sector, excluding retailers, 2015-18
- What we think
Brand Leaders – What You Need to Know
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- Snacking brands amongst the most eaten
- Preference results in usage
- Big-name brands benefit from higher levels of trust
- Heinz’ image underpinned by high satisfaction
- Pringles and chocolate brands lead on differentiation
Usage
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- Snacking brands amongst the most eaten
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- Figure 18: Top ranking of brands in the food sector, by overall usage, January 2016-March 2019
- Popular brands remain popular
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- Figure 19: Top ranking of brands in the food sector, by usage in the last 12 months, January 2016-March 2019
- Big-name brands constantly adapting to new trends
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- Figure 20: Examples of product launches from most used brands in the last 12 months, 2016-18
Preference
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- Preference results in usage
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- Figure 21: Top ranking of brands in the food sector, by commitment (net of “I prefer this brand over others” and “It is a favourite brand”), January 2016-March 2019
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- Figure 22: Brand commitment, by usage in the last 12 months, January 2016-March 2019
- Heinz some way ahead of others
Trust
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- Big-name brands benefit from higher levels of trust
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- Figure 23: Top ranking of brands, by agreement with “A brand that I trust”, January 2016-March 2019
- Taking a long-term view is crucial
- Jacob’s and Cathedral City stand out
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- Figure 24: Jacob’s The Baker Brothers branding, 2018
Satisfaction and Recommendation
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- Heinz’ image underpinned by high satisfaction
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- Figure 25: Top ranking of brands in the food sector, by satisfaction (net of “good” and “excellent” reviews), January 2016-March 2019
- Jacob’s, Schwartz and Blue Dragon leverage image over satisfaction
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- Figure 26: Top ranking of brands in the food sector, by likely recommendation, January 2016-March 2019
Differentiation
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- Pringles leads for differentiation
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- Figure 27: Top ranking of brands in the food sector, by perceived differentiation (net of “It’s somewhat different from others” and “It’s a unique brand”), January 2016-March 2019
- Chocolate brands stand out from the crowd
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- Figure 28: Examples of new Maltesers launches from Mars, 2018
- Werther’s Original messaging makes up for lack of glamour
Brand Personality Traits – What You Need to Know
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- Ben & Jerry’s continues to push NPD
- The importance of good value on purchase intent
- Exclusivity formed by luxurious imagery
- Heinz demonstrates that image, not price, defines added value
- Treats dominate the brands considered delicious
Innovation
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- Heinz maintains a dynamic image
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- Figure 29: Top ranking of brands, by agreement with “A brand that is innovative”, January 2016-March 2019
- Ben & Jerry’s continues to push NPD
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- Figure 30: Examples of Ben & Jerry’s launches, 2018
- Haribo ventures into low-sugar variant
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- Figure 31: Examples of Haribo launches from Dunhills, 2018-19
Value
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- Aldi’s reputation precedes it
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- Figure 32: Top ranking of brands, by agreement with “A brand that offers good value”, January 2016-March 2019
- The importance of good value on purchase intent
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- Figure 33: Correlation of product perceptions and purchase intent, January 2017-February 2019
Premium
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- Exclusivity formed by luxurious imagery
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- Figure 34: Top ranking of brands, by agreement with “Exclusive”, January 2016-March 2019
- Marks & Spencer The Collection influenced by retailer reputation…
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- Figure 35: Examples of product launches by Marks & Spencer The Collection, 2018-19
- …which contributes towards being considered worth paying more for
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- Figure 36: Top ranking of brands, by agreement with “A brand that is worth paying more for”, January 2016-March 2019
- Lindt Excellence outperforms the market
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- Figure 37: Comparison of perceptions of Lindt Excellence 78% Cocoa Fine Dark Chocolate vs chocolate tablets category as a whole, April 2018-March 2019
- Heinz demonstrates that image, not price, defines added value
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- Figure 38: Top ranking of brands, by agreement with “A brand that is consistently high quality”, January 2016-March 2019
- Figure 39: Enticements to choose a branded product over an own-label product, June 2018
Taste
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- Treats dominate the brands considered delicious
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- Figure 40: Top ranking of brands, by agreement with “Delicious”, January 2016-March 2019
- Heinz is an exception
- Taste is strong influencer on likely purchase
Hot Topics – What You Need to Know
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- Healthy brands may need to leverage heritage while adapting
- Health is a strong influencer on ethics
- Convenience concept set to receive a boost
- Total adspend on food drops again
- Quorn promotes product on three key benefits
Health and Wellness
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- Greater interest in health and wellness
- Healthy brands may need to leverage heritage…
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- Figure 41: Top ranking of brands, by agreement with “Healthy”, January 2016-March 2019
- …and adapt to current trends
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- Figure 42: Examples of new launches targeting health, 2018-19
- Advertising is also being influenced
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- Figure 43: Müllerlight Greek Style ad campaign featuring Katarina Johnson-Thompson, 2018
- Overall proposition is key to a caring perception
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- Figure 44: Top ranking of brands, by agreement with “A brand that cares about my health/wellbeing”, January 2016-March 2019
- Brand still have a responsibility to guide consumers…
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- Figure 45: Examples of new launches with no/low/reduced sugar/fat claims, 2017-18
- …but they have a choice
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- Figure 46: Coca-Cola campaign in the wake of the Soft Drinks Industry Levy enforcement, April 2018
- The future of wellness
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- Figure 47: Kellogg’s Happy Gut range of cereals, 2018-19
Ethics
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- Health is a strong influencer on ethics
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- Figure 48: Top ranking of brands, by agreement with “Ethical”, January 2016-March 2019
- Co-op’s Irresistible range mirrors overall retail ethos
- No brands safe from packaging scrutiny
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- Figure 49: Share of new launches in the food sector, by ethical claims, 2015-18
- Veganism as an ethical choice
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- Figure 50: Avoidance of foods/ingredients, by type, September 2018
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- Figure 51: Share of new launches in the food sector, by vegetarian and vegan/no-animal-ingredients claims, 2015-18
- The future of sustainability
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- Figure 52: Environmental logos on new product launches, 2019
Convenience
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- Convenience concept set to receive a boost
- Convenience currently a low influencer on purchase intent
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- Figure 53: Share of new launches, by claim group, 2015-18
- Convenience generally in isolation from other important claims
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- Figure 54: Examples of product launches carrying convenience and premium claims, 2018-19
- Figure 55: Examples of product launches carrying convenience and ethical/environmental claims, 2018-19
Advertising and Marketing Activity
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- Total adspend on food drops again
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- Figure 56: Total above-the-line, online display and direct mail advertising expenditure on the food sector, 2015-18
- Chocolate and biscuits tie into consumer lifestyles
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- Figure 57: Total above-the-line, online display and direct mail advertising expenditure on the food sector, by category, 2015-18
- Figure 58: McVitie’s Crane Driver campaign, 2018
- M&S seeks to increase spend per occasion on beef
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- Figure 59: Marks & Spencer Beef Traceability TV advert, 2018
- Retailers drive adspend
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- Figure 60: Top advertisers, by recorded above-the-line, online display and direct mail advertising expenditure in the food sector, 2015-18
- Mars enlists the help of Elton John
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- Figure 61: Snickers Rap Battle TV ad, 2018
- Quorn promotes product on three key benefits
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- Figure 62: Top brands, by recorded above-the-line, online display and direct mail advertising expenditure in the food sector, excluding retailers, 2015-18
- Figure 63: Quorn TV campaign, 2018
- Nielsen Ad Intel coverage
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
Appendix – Brands Covered
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