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Premium Brands - UK - November 2016

“There are different approaches to the perception of premium attributes among consumers. Brands that are considered exclusive by a higher proportion of consumers tend to conform to the traditional idea of luxury, however, brands that benefit from a high-quality image are often everyday brands that people use on a more regular basis. These brands may lack a more aspirational element, but are in a better position to demonstrate their quality than those brands that are out of financial reach for many.”
– Richard Hopping, Brand and Household Analyst

Brands that are most likely to be considered exclusive conform to the traditional idea of luxury, with high price points and limited availability having a strong influence on perceptions. These brands tend to be widely known, but lack usage, and as a result of lower active engagement tend to struggle in building the emotional bond required to generate high levels of trust or brand preference among wider audiences.

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.

Data in this Report is drawn from fieldwork conducted between January 2014 and July 2016. 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.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • Most exclusive brands conform to traditional idea of luxury
            • Figure 1: Top ranking of scores for “Exclusive”, January 2014-October 2016
          • Perception of high quality is more influenced by everyday usage
            • Figure 2: Top ranking of scores for “A brand that is consistently high quality”*, January 2014-October 2016
          • Proven quality more important than exclusivity for paying a premium
            • Figure 3: Top ranking of brands, by agreement with “A brand that is worth paying more for”, January 2014-October 2016
          • Exclusive brands tend to be well known…
            • Figure 4: Agreement with “exclusive”, by brand awareness, January 2014-October 2016
          • …but by their very nature lack usage
            • Figure 5: Agreement with “exclusive”, by proportion of people who have ever used the brand, January 2014-October 2016
          • Perceived quality leads to positive reviews…
            • Figure 6: Agreement with “A brand that is consistently high quality”, by proportion of positive endorsements among users (net of “good” and “excellent” experience), January 2014-October 2016
          • …and can act as a differentiating factor
            • Figure 7: Agreement with “A brand that is consistently high quality”, by perceived differentiation (net of agreement with “It stands out as being somewhat different from other brands” and “It’s a unique brand which really stands out from other brands”), January 2014-October 2016
          • Exclusivity limits brand preference
            • Figure 8: Agreement with “exclusive”, by commitment (net of agreement with “This is a favourite brand” and “I prefer this brand over others”), January 2014-October 2016
          • Perceived quality also leads to greater preference
            • Figure 9: Agreement with “A brand that is consistently high quality”, by commitment (net of agreement with “This is a favourite brand” and “I prefer this brand over others”), January 2014-October 2016
          • Lack of engagement means exclusive brands struggle to generate trust
            • Figure 10: Agreement with “exclusive”, by agreement with “A brand that I trust”, January 2014-October 2016
          • What we think
          • Brand Overview – What You Need to Know

            • Brands seen as exclusive conform to traditional idea of luxury
              • Brands with high-quality image tend to be more accessible
                • Perception of quality is vital to building a brand worth paying more for
                  • Quality and worth paying more for go hand-in-hand
                  • Exclusive Brands

                    • Exclusive brands defined by high price and low availability
                      • Figure 11: Top ranking of scores for “Exclusive”, January 2014-October 2016
                  • Quality Brands

                    • Perception of quality is more prevalent among familiar brands
                      • Figure 12: Top ranking of scores for “A brand that is consistently high quality”*, January 2014-October 2016
                  • Brands Considered Worth Paying More For

                    • Brands associated with quality are seen as worth paying more for
                      • Figure 13: Top ranking of brands, by agreement with “A brand that is worth paying more for”, January 2014-October 2016
                  • The Link between Premium Perceptions

                    • Brands do not need to be exclusive to be seen as quality
                      • Figure 14: Agreement with “A brand that is consistently high quality”, by agreement with “exclusive”, January 2014- October 2016
                    • Also little link between exclusivity and worth paying more for
                      • Figure 15: Agreement with “A brand that is worth paying more for”, by agreement with “exclusive”, January 2014- October 2016
                    • Quality and worth paying more for go hand-in-hand
                      • Figure 16: Agreement with “A brand that is consistently high quality”, by agreement with “A brand that is worth paying more for”, January 2014-October 2016
                  • Sector Review – What You Need to Know

                    • Automotive sector lacks exclusivity despite high costs
                      • FMCG brands need to prove quality
                        • Fashion conforms to traditional idea of luxury
                          • Context is everything in retail
                            • Everyday engagement with tech brands means exclusivity is low
                            • Automotive

                              • Big difference between exclusive and non-exclusive automotive brands
                                • Figure 17: Top ranking of brands in the automotive sector, by agreement with “exclusive”, January 2014-October 2016
                              • Glamour and function equally likely to drive quality image
                                • Figure 18: Top ranking of brands in the automotive sector, by agreement with “A brand that is consistently high quality”, January 2014-October 2016
                              • Added glamour of car marques is seen as worth paying more for
                                • Figure 19: Top ranking of brands in the automotive sector, by agreement with “A brand that is worth paying more for”, January 2014-October 2016
                            • Beauty and Personal Care

                              • Designer brands operating in BPC dominate exclusive list
                                • Figure 20: Top ranking of brands in the BPC sector, by agreement with “exclusive”, January 2014-October 2016
                              • Mainstream BPC brands used on regular basis enjoy image of quality
                                • Figure 21: Top ranking of brands in the BPC sector, by agreement with “A brand that is consistently high quality”, January 2014-October 2016
                              • Professional approval appears to assist Sensodyne and Oral-B
                                • Figure 22: Top ranking of brands in the BPC sector, by agreement with “A brand that is worth paying more for”, January 2014-October 2016
                            • Drink

                              • Comparative cost and style boost exclusive image in drinks sector
                                • Figure 23: Top ranking of brands in the drink sector, by agreement with “exclusive”, January 2014-October 2016
                              • Difference between exclusivity and quality in drinks sector
                                • Figure 24: Top ranking of brands in the drink sector, by agreement with “A brand that is consistently high quality”, January 2014-October 2016
                              • Twinings combines exclusivity and quality to its advantage
                                • Figure 25: Top ranking of brands in the drink sector, by agreement with “A brand that is worth paying more for”, January 2014-October 2016
                            • Fashion

                              • Fashion designers dominate list of exclusive brands
                                • Figure 26: Top ranking of brands in the fashion sector, by agreement with “exclusive”, January 2014-October 2016
                              • Exclusivity and quality interlinked in fashion
                                • Figure 27: Top ranking of brands in the fashion sector, by agreement with “A brand that is consistently high quality”, January 2014-October 2016
                              • Casual society benefits sportswear brands
                                • Fashion brands with potential as they increase awareness
                                  • Figure 28: Top ranking of brands in the fashion sector, by agreement with “A brand that is worth paying more for”, January 2014-October 2016
                              • Finance

                                • Certain financial services brands are literally exclusive
                                  • Figure 29: Top ranking of brands in the finance sector, by agreement with “exclusive”, January 2014-October 2016
                                • More mainstream brands seen as quality
                                  • Figure 30: Top ranking of brands in the finance sector, by agreement with “A brand that is consistently high quality”, January 2014-October 2016
                                • Background in other categories benefits brands
                                  • Disillusionment with financial services sector still present
                                    • Figure 31: Top ranking of brands in the finance sector, by agreement with “A brand that is worth paying more for”, January 2014-October 2016
                                • Food

                                  • Comparative cost key to exclusivity in food sector
                                    • Figure 32: Top ranking of brands in the food sector, by agreement with “exclusive”, January 2014-October 2016
                                  • Household favourites associated with quality
                                    • Figure 33: Top ranking of brands in the food sector, by agreement with “A brand that is consistently high quality”, January 2014-October 2016
                                  • Balance between premium and accessible
                                    • Figure 34: Top ranking of brands in the food sector, by agreement with “A brand that is worth paying more for”, January 2014-October 2016
                                • Foodservice

                                  • Boom in premium burger chains evident in foodservice sector
                                    • Figure 35: Top ranking of brands in the foodservice sector, by agreement with “exclusive”, January 2014-October 2016
                                  • Success of coffee chains underpinned by perception of quality
                                    • Figure 36: Top ranking of brands in the foodservice sector, by agreement with “A brand that is consistently high quality”, January 2014-October 2016
                                  • Particular advantage for certain foodservice brands
                                    • Figure 37: Top ranking of brands in the foodservice sector, by agreement with “A brand that is worth paying more for”, January 2014-October 2016
                                • Household Care

                                  • Household care generally lacks exclusivity
                                    • Figure 38: Top ranking of brands in the household care sector, by agreement with “exclusive”, January 2014-October 2016
                                  • Household staples seen as quality
                                    • Figure 39: Top ranking of brands in the household care sector, by agreement with “A brand that is consistently high quality”, January 2014-October 2016
                                  • Premium attributes considered worth paying more for in household
                                    • Figure 40: Top ranking of brands in the household care sector, by agreement with “A brand that is worth paying more for”, January 2014-October 2016
                                • Media

                                  • Highbrow content = exclusive image…
                                    • Figure 41: Top ranking of brands in the media sector, by agreement with “exclusive”, January 2014-October 2016
                                  • …and also leads to perception of quality
                                    • Figure 42: Top ranking of brands in the media sector, by agreement with “A brand that is consistently high quality”, January 2014-October 2016
                                  • Media brands struggle to create image of worth paying more for
                                    • Figure 43: Top ranking of brands in the media sector, by agreement with “A brand that is worth paying more for”, January 2014-October 2016
                                • Retail

                                  • Comparative price and location impacts retailer exclusivity
                                    • Figure 44: Top ranking of brands in the retail sector, by agreement with “exclusive”, January 2014-October 2016
                                  • Competitive context changes perceptions
                                    • Exclusivity does not necessarily determine willingness to pay more
                                      • Figure 45: Top ranking of brands in the retail sector, by agreement with “A brand that is worth paying more for”, January 2014-October 2016
                                  • Technology Products

                                    • Few tech brands seen as exclusive
                                      • Figure 46: Top ranking of brands in the technology product sector, by agreement with “exclusive”, January 2014-October 2016
                                    • Quality linked to more active usage
                                      • Figure 47: Top ranking of brands in the technology product sector, by agreement with “A brand that is consistently high quality”, January 2014-October 2016
                                    • Proven quality leads to willingness to pay more
                                      • Figure 48: Top ranking of brands in the technology product sector, by agreement with “A brand that is worth paying more for”, January 2014-October 2016
                                  • Technology Service Providers

                                    • Few technology service providers considered exclusive
                                      • Figure 49: Top ranking of brands in the technology service provider sector, by agreement with “exclusive”, January 2014-October 2016
                                    • Streaming services shift perceptions
                                      • Figure 50: Top ranking of brands in the technology service provider sector, by agreement with “A brand that is consistently high quality”, January 2014-October 2016
                                    • Exclusive content helps Sky to maintain desirable status
                                      • Figure 51: Top ranking of brands in the technology service provider sector, by agreement with “A brand that is worth paying more for”, January 2014-October 2016
                                  • Travel

                                    • Travel sector correlates with traditional luxury traits
                                      • Figure 52: Top ranking of brands in the travel sector, by agreement with “exclusive”, January 2014-October 2016
                                    • Crossover between exclusivity and quality
                                      • Figure 53: Top ranking of brands in the travel sector, by agreement with “A brand that is consistently high quality”, January 2014-October 2016
                                    • Same brands considered worth paying more for
                                      • Figure 54: Top ranking of brands in the travel sector, by agreement with “A brand that is worth paying more for”, January 2014-October 2016
                                  • Impact of Premium Perceptions – What You Need to Know

                                    • Exclusive brands have high awareness but low usage
                                      • Quality as a USP
                                        • Little link between exclusivity and satisfaction
                                          • Exclusive brands lack the engagement to build emotional bond
                                            • Quality and trust are closely linked
                                            • The Impact on Awareness and Usage

                                              • Exclusive brands tend to be well known…
                                                • Figure 55: Agreement with “exclusive”, by brand awareness, January 2014-October 2016
                                              • …but tend to have limited usage
                                                • Figure 56: Agreement with “exclusive”, by proportion of people who have ever used the brand, January 2014-October 2016
                                              • Perception of quality dependent on active experience of the brand
                                                • Figure 57: Agreement with “A brand that is consistently high quality”, by proportion of users in the last 12 months, January 2014-October 2016
                                              • Consumers likely to use a spectrum of brands
                                                • Figure 58: Agreement with “A brand that is worth paying more for”, by proportion of users in the last 12 months, January 2014-October 2016
                                            • The Impact on Perceived Differentiation

                                              • Exclusivity adds differentiation
                                                • Figure 59: Agreement with “A brand that is consistently high quality”, by perceived differentiation (net of agreement with “It stands out as being somewhat different from other brands” and “It’s a unique brand which really stands out from other brands”), January 2014-October 2016
                                              • Differentiation and quality interlinked
                                                • Figure 60: Agreement with “A brand that is consistently high quality”, by perceived differentiation (net of agreement with “It stands out as being somewhat different from other brands” and “It’s a unique brand which really stands out from other brands”), January 2014-October 2016
                                              • Price-defined retailers skewed towards differentiation
                                                • Figure 61: Agreement with “A brand that is worth paying more for”, by perceived differentiation (net of agreement with “It stands out as being somewhat different from other brands” and “It’s a unique brand which really stands out from other brands”), January 2014-October 2016
                                            • The Impact on Satisfaction

                                              • Brands of all exclusivity are equally likely to create satisfaction
                                                • Figure 62: Agreement with “exclusive”, by proportion of positive endorsements among users (net of “good” and “excellent” experience), January 2014-October 2016
                                              • Link between perceived quality and satisfaction
                                                • Figure 63: Agreement with “A brand that is consistently high quality”, by proportion of positive endorsements among users (net of “good” and “excellent” experience), January 2014-October 2016
                                              • Correlation between satisfaction and worth paying more for
                                                • Figure 64: Agreement with “A brand that is worth paying more for”, by proportion of positive endorsements among users (net of “good” and “excellent” experience), January 2014-October 2016
                                                • Figure 65: Agreement with “A brand that is consistently high quality”, by proportion of users who would recommend the brand, January 2014-October 2016
                                            • The Impact on Brand Preference

                                              • Exclusivity limits brand preference
                                                • Figure 66: Agreement with “exclusive”, by commitment (net of agreement with “This is a favourite brand” and “I prefer this brand over others”), January 2014-October 2016
                                              • More familiar, quality brands build brand preference
                                                • Figure 67: Agreement with “A brand that is consistently high quality”, by commitment (net of agreement with “This is a favourite brand” and “I prefer this brand over others”), January 2014-October 2016
                                              • Similar link between worth paying more for and preference
                                                • Figure 68: Agreement with “A brand that is worth paying more for”, by commitment (net of agreement with “This is a favourite brand” and “I prefer this brand over others”), January 2014-October 2016
                                            • The Impact on Trust

                                              • Lack of engagement means exclusive brands struggle to generate trust
                                                • Figure 69: Agreement with “exclusive”, by agreement with “A brand that I trust”, January 2014-October 2016
                                              • Perceived quality and trust closely linked
                                                • Figure 70: Agreement with “A brand that is consistently high quality”, by agreement with “A brand that I trust”, January 2014-October 2016
                                              • Trust and being considered worth paying more for also related
                                                • Figure 71: Agreement with “A brand that is worth paying more for”, by agreement with “A brand that I trust”, January 2014-October 2016
                                            • Cross-Category Review – What You Need to Know

                                              • Brands noted for exclusivity tend to use print advertising
                                                • Perceptions of exclusivity more inclined to fall than grow
                                                  • Exclusive brands have strong online presence
                                                    • High-quality brands tend to be subject of functional conversation
                                                      • Brands that lack usage can use social media to boost quality image
                                                      • Advertising and Marketing Activity

                                                        • Exclusive brands engage in advertising
                                                          • Figure 72: Total above-the-line, online display and direct mail advertising expenditure of top brands, by agreement with “exclusive”, January 2013-September 2016
                                                        • Exclusive brands tend to focus on press advertising
                                                          • Figure 73: Total above-the-line, online display and direct mail advertising expenditure on top brands, by agreement with “exclusive”, by media type, January 2013-September 2016
                                                          • Figure 74: Total above-the-line, online display and direct mail advertising expenditure on all brands across Mintel’s Brand Research, by media type, January 2013-September 2016
                                                        • Brands seen as quality also invest in advertising
                                                          • Figure 75: Total above-the-line, online display and direct mail advertising expenditure on top brands, by agreement with “A brand that is consistently high quality”, January 2013-September 2016
                                                          • Figure 76: Total above-the-line, online display and direct mail advertising expenditure on top brands, by agreement with “A brand that is consistently high quality”, by media type, January 2013-September 2016
                                                        • Brands can demonstrate quality through TV advertising
                                                          • Advertising investment does not necessarily add extra benefits
                                                            • Figure 77: Total above-the-line, online display and direct mail advertising expenditure on top brands, by agreement with “A brand that is worth paying more for”, January 2013-September 2016
                                                          • Nielsen Ad Intel coverage
                                                          • Shifts in Perceived Exclusivity

                                                            • Perceived exclusivity is largely static
                                                              • Figure 78: Agreement with “exclusive” for Samsung, Virgin Atlantic and M&S Simply Food, November 2011-August 2016
                                                            • New brands hit the mainstream
                                                              • Figure 79: Agreement with “exclusive” for Coca-Cola Life and Everything Everywhere/EE, December 2012-April 2016
                                                            • Other brands permeate more into public consciousness
                                                              • Figure 80: Agreement with “exclusive” for Jack Daniel’s, Thorntons and Twinings, June 2012-May 2016
                                                            • Competitive landscape influences brand perceptions
                                                              • Burberry sees exclusivity fall in line with other positive traits
                                                                • Figure 81: Selected perceptions of Burberry, December 2013-September 2015
                                                            • Exclusive Brands – Online Discussion

                                                              • Glamour and aspiration boost online engagement
                                                                • Figure 82: UK Social Media Metrics for selected brands, October 2016
                                                              • Louis Vuitton’s handbags take centre stage
                                                                • Figure 83: Topic cloud around mentions of Louis Vuitton, October 2011-October 2016
                                                              • Rolex sponsorship activity noted
                                                                • Figure 84: Topic cloud around mentions of Rolex, October 2011-October 2016
                                                              • Importance of Harrods’ single location evident in online discussion
                                                                • Figure 85: Topic cloud around mentions of Harrods, October 2011-October 2016
                                                              • Exclusivity results in online spam
                                                                • Harrods generates more conversation in run-up to Christmas
                                                                  • Figure 86: Online mentions of Louis Vuitton, Rolex and Harrods as a proportion of all online conversation, October 2011-October 2016
                                                              • Quality Brands – Online Discussion

                                                                • Lack of aspiration means fewer online mentions
                                                                  • Figure 87: UK Social Media Metrics for selected brands, October 2016
                                                                • Heinz’s holistic company mentions indicative of quality perceptions
                                                                  • Figure 88: Topic cloud around mentions of Heinz, October 2011-October 2016
                                                                • NIVEA’s products most prominent part of online discussion
                                                                  • Figure 89: Topic cloud around mentions of NIVEA, October 2011-October 2016
                                                                • Colgate mentions often functional
                                                                  • Figure 90: Topic cloud around mentions of Colgate, October 2011-October 2016
                                                                • Heinz sees two main peaks in conversation
                                                                  • Figure 91: Online mentions of Heinz, NIVEA and Colgate as a proportion of all online conversation, October 2011-October 2016
                                                                • NIVEA marketing activity creates mentions
                                                                • Brands worth Paying More For – Online Discussion

                                                                  • Strong social media presence
                                                                    • Figure 92: UK Social Media Metrics for selected brands, October 2016
                                                                  • Formula One involvement guides Mercedes-Benz mentions
                                                                    • Figure 93: Topic cloud around mentions of Mercedes-Benz, October 2011-October 2016
                                                                  • James Dyson as a figurehead
                                                                    • Figure 94: Topic cloud around mentions of Dyson, October 2011-October 2016
                                                                  • Le Creuset using competitions to promote premium perceptions
                                                                    • Figure 95: Topic cloud around mentions of Le Creuset excluding competition-based mentions, October 2011-October 2016
                                                                  • Mercedes-Benz stays most talked about across the period
                                                                    • Figure 96: Online mentions of Mercedes-Benz, Dyson and Le Creuset as a proportion of all online conversation, October 2011-October 2016
                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                    • Abbreviations
                                                                    • Appendix – Brands Covered

                                                                      Companies Covered

                                                                      To learn more about the companies covered in this report please contact us.

                                                                      Premium Brands - UK - November 2016

                                                                      £2,195.00 (Excl.Tax)