Description
“The coronavirus outbreak has urged consumers to review their eating habits, triggering a rise in at-home cooking and eating occasions. As the notion of holistic wellbeing becomes more influential, brands with a healthy and caring reputation become more appealing. However, Brits’ sweet tooth and desire for small indulgences position those brands known for their taste and premium food experience in a positive light. As ethical and environmental connotations become increasingly relevant to resonate with consumers, brands will need to show tangible and authentic commitment towards social and environmental themes.”
– Emilia Tognacchini, Brand and Household Care Analyst
This report covers the following issues:
- The impact of COVID-19 on consumer behaviour and how it will influence what consumers are looking from food brands.
- How leading food brands score on metrics like usage, trust, satisfaction, likely recommendation and perceived differentiation.
- The top scoring brands for particular personality traits, including innovation, value, quality and taste.
- The leaders on hot topics in the food sector – natural, indulgence, ethics, and health and wellness.
Table of Contents
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Overview
- Key issues covered in this Report
- Products covered in this Report
- COVID-19: market context
- Economic and other assumptions
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Executive Summary
- COVID-19 creates a new focus on health and desire for indulgences
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- Figure 13: Top ranking of brands operating in the food sector, by associations with “Ethical”, November 2018-December 2020
- COVID-19 creates a new focus on health and desire for indulgences
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The Impact of COVID-19 on Food Brands
- COVID-19 creates a new focus on health and desire for indulgences
- 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
- 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
- Figure 17: Examples of breakfast launches, 2020-21
- The pandemic redesigns the dining experience
- Figure 18: Examples of meal-kit launches, 2020-21
- Focus on local claims and ingredients grows
- Figure 19: Examples of launches with ‘local’ claims, 2020-21
- The environment remains a top priority
- 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
- Figure 22: Cadbury Easter Cottage Kit, 2021
- COVID-19 creates a new focus on health and desire for indulgences
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Brand Leaders – Key Takeaways
- Chocolate for inner peace
- Favourite brands inspire trust and are easily accessible
- Use packaging to promote a differentiated image
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Usage
- No condiment or dressing is like ketchup…and mayo
- 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
- Figure 24: Heinz extends its mayonnaise variants, 2020-21
- Chocolate for inner peace
- Figure 25: Top ranking of brands operating in the food sector, by overall consumption, November 2018-December 2020
- No condiment or dressing is like ketchup…and mayo
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Preference
- Favourite brands inspire trust and are easily accessible
- 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
- Favourite brands inspire trust and are easily accessible
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Trust
- A link between memories and perceptions of trust
- 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
- Figure 29: Walkers launches “Quavers flavours that take you back” advert, 2021
- Cadbury imagines new ways to enjoy chocolate
- A link between memories and perceptions of trust
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Satisfaction and Recommendation
- Heinz benefits from strong brand image
- 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
- Figure 31: Top ranking of brands operating in the food sector, by likely recommendation, November 2018-December 2020
- Bonne Maman celebrates mums
- Figure 32: Bonne Maman celebrates Mother’s Day, 2021
- Figure 33: Fearne & Rosie Reduced Sugar Strawberry Jam, 2019
- Heinz benefits from strong brand image
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Differentiation
- Ferrero Rocher and Lindt Lindor stand out from the crowd
- 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
- Figure 35: Examples of collaborations between food brands and Dolce & Gabbana, 2020
- Spicy flavours to stand out
- Figure 36: Pringles launches new Sizzl’n range, 2021
- Ferrero Rocher and Lindt Lindor stand out from the crowd
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Brand Personality Traits – Key Takeaways
- Ben & Jerry’s stands for civil rights and climate justice
- Value means more than price
- Sweet treats are the most delicious
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Innovation
- Heritage brands lead innovation in the food sector
- 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
- Figure 38: Ben & Jerry’s announces launch of its Change the Whirled Non-Dairy ice-cream variant, 2020
- Müller Corner focuses on positive emotions
- Figure 39: Müller Corner launches new Creations by Dina Asher-Smith, 2021
- Heritage brands lead innovation in the food sector
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Value
- Value means more than price
- 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
- Figure 41: Warburtons encourages consumers to limit food waste, 2021
- Value means more than price
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Premium
- A link between perceived quality and commitment
- 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
- Figure 43: Examples of new launches from McVitie’s, 2020-21
- Different metrics drive consumers to spend more
- 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
- Figure 45: Examples of new launches and seasonal packaging from Gü, 2020
- A link between perceived quality and commitment
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Taste
- Sweet treats are the most delicious
- Figure 46: Top ranking of brands operating in the food sector, by associations with “Delicious”, November 2018-December 2020
- Maltesers launches new cake bars
- Figure 47: Maltesers launches new Cake Bars, 2021
- Sweet treats are the most delicious
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Hot Topics in Food – Key Takeaways
- Interest in health and wellness grows, but consumers are more cynical
- Rowse enters the chocolate-spread market
- Yeo Valley introduces smart packaging
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Health and Wellness
- Interest in health and wellness grows, but consumers are more cynical
- 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
- 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
- Figure 51: Actimel launches 100% Dairy Free range, 2020
- Yakult promotes a holistic approach to health
- Interest in health and wellness grows, but consumers are more cynical
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Indulgence and Comfort
- Indulgence and sweetness travel in parallel
- 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
- 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
- Indulgence and sweetness travel in parallel
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Natural
- A link between ingredients and perceptions of naturalness
- 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
- Figure 56: Rowse ChocoBee Chocolate Spread with Honey & Cocoa, 2021
- Nairn’s extends its gluten-free offering
- A link between ingredients and perceptions of naturalness
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Ethics
- Consumers aspire to more ethical lifestyles
- Figure 57: Top ranking of brands operating in the food sector, by associations with “Ethical”, November 2018-December 2020
- Yeo Valley introduces smart packaging
- Figure 58: Yeo Valley’s ‘Moo-R’ QR code, 2021
- Unilever invests in packaging sustainability
- Figure 59: Magnum launches new recyclable ice-cream tub, 2021
- Consumers aspire to more ethical lifestyles
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
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Appendix – Brands Covered
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