What you need to know
Keeping yourself and your family fit and healthy is one of the most fundamental drivers that shape consumer behaviour, and this is reflected in Mintel’s brand research. Many of the top scoring brands for attributes like trust and quality are those that have a direct impact on health and wellbeing. However, this remains largely related to physical health. Brands need to be familiar with how consumer definitions are changing. The continuing shift in how consumers view wellbeing, and the greater focus towards holistic and mental wellbeing, may well impact on how consumers view brands in the future.
The emerging start-up culture is allowing for smaller brands to have a bigger impact on the market, as consumers are beginning to recognise that biggest doesn’t always mean best. Brands like Monzo and The Kraken are leading their categories for satisfaction, while non-traditional brands like TripAdvisor, Giffgaff and PureGym are also usurping much more mainstream brands when it comes to usage, loyalty and likely recommendation.
Products covered in this Report
Since October 2017, Mintel has conducted brand research on over 700 brands. As well as consumers’ attitudes towards brands, we investigate how many people have used those brands, how good their experience of the brand has been and whether they would recommend that brand.
Research is run at a brand level, rather than based on a particular product. So rather than asking specifically about people’s perception of Barclays’ current accounts or Tesco’s ready meals, for example, we ask about their overall perception of the Barclays and Tesco brands.
Data in this Report is drawn from fieldwork conducted between October 2017 and September 2019. Many brands have been covered on multiple occasions and, unless otherwise stated, Mintel’s data refers to the most recent wave of research in which a given brand featured. Please refer to the Report Appendix for details of the Reports from which the brand data has been taken.
For the purposes of this Report, Mintel has collated and compared consumer data in major brands operating in the UK across the following sectors:
Automotive
Beauty & Personal Care
Drink
Fashion/Apparel
Finance
Food
Foodservice
Home
Household Care
Media
Retail
Technology
Travel.
