Brand Leaders - UK - December 2016
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“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.
This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:
What They Want. Why They Want It.
Who’s Winning. How To Stay Ahead.
Size, Segments, Shares And Forecasts: How It All Adds Up.
New Ideas. New Products. New Potential.
Where The White Space Is. How To Make It Yours.
What’s Shaping Demand – Today And Tomorrow.