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Brand Overview: Food - UK - April 2019

Covered in this report

Since the beginning of 2016, Mintel has conducted brand research on over 100 brands operating in food markets. As well as consumers’ attitudes towards brands, we investigate how many people have used those brands, how positive their experience of the brand was 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 Hovis’ bread loaves or of Cathedral City’s extra mature cheddar cheese, for example, we ask about their overall perception of the Hovis and Cathedral City brands.

Data in this report is drawn from fieldwork conducted between January 2016 and March 2019. 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. Please refer to the report Appendix for details of the Reports from which the brand data has been taken.

“Consumers’ habits are changing, such as through the cutting of meat consumption or searching for healthier foods. However, such is the correlation between taste and purchase intent within the food sector that brands with a particularly premium or delicious image can leverage the superior experience that their product can offer on those occasions when consumers do indulge.”
– Richard Hopping, Senior Brand and Household Analyst

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Table of contents

  1. 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

                                                                        Brand Overview: Food - UK - April 2019

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