Brand Overview: Food - UK - April 2019

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
Brand Leaders
Snacking brands amongst the most eaten
Figure 1: Top ranking of brands in the food sector, by overall usage, January 2016-March 2019
Popular brands remain popular
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
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
Figure 4: Top ranking of brands, by agreement with “A brand that I trust”, January 2016-March 2019
Heinz’ image underpinned by high satisfaction
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
Figure 6: Top ranking of brands in the food sector, by likely recommendation, January 2016-March 2019
Pringles and chocolate brands lead on differentiation
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
Figure 8: Top ranking of brands, by agreement with “A brand that is innovative”, January 2016-March 2019
Aldi’s reputation precedes it
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
Figure 10: Correlation of product perceptions and purchase intent, January 2017-February 2019
Exclusivity formed by luxurious imagery
Figure 11: Top ranking of brands, by agreement with “Exclusive”, January 2016-March 2019
Heinz demonstrates that image, not price, defines added value
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
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
Figure 14: Top ranking of brands, by agreement with “Healthy”, January 2016-March 2019
Health is a strong influencer on ethics
Figure 15: Top ranking of brands, by agreement with “Ethical”, January 2016-March 2019
Total adspend on food drops again
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
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
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
Snacking brands amongst the most eaten
Figure 18: Top ranking of brands in the food sector, by overall usage, January 2016-March 2019
Popular brands remain popular
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
Figure 20: Examples of product launches from most used brands in the last 12 months, 2016-18
PREFERENCE
Preference results in usage
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
Figure 22: Brand commitment, by usage in the last 12 months, January 2016-March 2019
Heinz some way ahead of others
TRUST
Big-name brands benefit from higher levels of trust
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
Figure 24: Jacob’s The Baker Brothers branding, 2018
SATISFACTION AND RECOMMENDATION
Heinz’ image underpinned by high satisfaction
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
Figure 26: Top ranking of brands in the food sector, by likely recommendation, January 2016-March 2019
DIFFERENTIATION
Pringles leads for differentiation
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
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
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
Heinz maintains a dynamic image
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
Figure 30: Examples of Ben & Jerry’s launches, 2018
Haribo ventures into low-sugar variant
Figure 31: Examples of Haribo launches from Dunhills, 2018-19
VALUE
Aldi’s reputation precedes it
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
Figure 33: Correlation of product perceptions and purchase intent, January 2017-February 2019
PREMIUM
Exclusivity formed by luxurious imagery
Figure 34: Top ranking of brands, by agreement with “Exclusive”, January 2016-March 2019
Marks & Spencer The Collection influenced by retailer reputation…
Figure 35: Examples of product launches by Marks & Spencer The Collection, 2018-19
…which contributes towards being considered worth paying more for
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
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
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
Treats dominate the brands considered delicious
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
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
Greater interest in health and wellness
Healthy brands may need to leverage heritage…
Figure 41: Top ranking of brands, by agreement with “Healthy”, January 2016-March 2019
…and adapt to current trends
Figure 42: Examples of new launches targeting health, 2018-19
Advertising is also being influenced
Figure 43: Müllerlight Greek Style ad campaign featuring Katarina Johnson-Thompson, 2018
Overall proposition is key to a caring perception
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…
Figure 45: Examples of new launches with no/low/reduced sugar/fat claims, 2017-18
…but they have a choice
Figure 46: Coca-Cola campaign in the wake of the Soft Drinks Industry Levy enforcement, April 2018
The future of wellness
Figure 47: Kellogg’s Happy Gut range of cereals, 2018-19
ETHICS
Health is a strong influencer on ethics
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
Figure 49: Share of new launches in the food sector, by ethical claims, 2015-18
Veganism as an ethical choice
Figure 50: Avoidance of foods/ingredients, by type, September 2018
Figure 51: Share of new launches in the food sector, by vegetarian and vegan/no-animal-ingredients claims, 2015-18
The future of sustainability
Figure 52: Environmental logos on new product launches, 2019
CONVENIENCE
Convenience concept set to receive a boost
Convenience currently a low influencer on purchase intent
Figure 53: Share of new launches, by claim group, 2015-18
Convenience generally in isolation from other important claims
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
Total adspend on food drops again
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
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
Figure 59: Marks & Spencer Beef Traceability TV advert, 2018
Retailers drive adspend
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
Figure 61: Snickers Rap Battle TV ad, 2018
Quorn promotes product on three key benefits
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
Abbreviations
APPENDIX – BRANDS COVERED