Brand Leaders - UK - December 2016
“Perceptions of the biggest brands in FMCG sectors tend to be fairly secure and steady, suggesting that consumers have a mindset about familiar brands that rarely wavers. However, in other more dynamic markets there is less of a bias towards heritage brands, allowing new entrants to compete with established brands almost immediately. The increasing influence of technology in consumer lifestyles could further cause a shift in the brands most likely to be considered leaders.”
– Richard Hopping, Brand and Household Analyst
The same brands tend to dominate across many different brand metrics, highlighting the influence and importance of the brands that people tend to use on a regular basis. The brands that people are familiar with are able to demonstrate what they can offer through regular contact, and as a result are looked upon more favourably.
For this reason, the major brands in many individual FMCG (Fast-Moving Consumer Goods) sectors look set to stay on top of the tree, with consumer opinions unwavering. However, in more dynamic, innovative sectors, and sectors without brands that benefit from a strong heritage (such as technology, finance, fashion and foodservice), things may be more fluid, leaving space for new brand leaders to emerge.
Since the beginning of 2014, Mintel has conducted brand research on over 800 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 of Tesco’s ready meals, for example, we ask about their overall perception of the Barclays and Tesco brands.
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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