2022
9
UK Brand Leaders Market Report 2022
2022-02-10T03:06:09+00:00
OX1048605
2195
147838
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Report
en_GB
“Brands were in the ascendancy at the peak of the pandemic, as people sought out recognisable and comforting brands they trusted. However, as we gradually move into the recovery stage,…

UK Brand Leaders Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Brand Leaders report identifies consumer attitudes towards brands, leading brands, and different categories in the UK. This leading brands market report covers the market size, market forecast, market segmentation and industry trends for the Brand Leaders market in the UK.

Current Market Landscape

COVID-19 has particularly impacted the travel, retail, and foodservice markets. While travel was completely disrupted, retail and foodservice largely shifted online, exposing people to new brands and new habits of purchasing.

In the middle of the pandemic, brands benefitted from a consumer drive towards recognisable brands that they trusted and felt they could rely on. As we move out of the pandemic, brands will need to reassert their core propositions to consumers, as people will have greater focus on value and function.

  • 42% of beauty/grooming product buyers have placed higher priority on value since the outbreak, while 35% have placed greater priority on how effective a product is.

Although COVID-19 restrictions are being rolled back, the post-pandemic spike in inflation will further disrupt consumer shopping habits. There’s a real danger that seemingly temporarily shifts in habits will become engrained in consumer behaviour, meaning that physical brands need to move quickly and decisively if they’re going to lure people back to the high street.

Future Market Trends in Brand Leaders 

Although consumer confidence is relatively high, there are still many consumers struggling financially, while many more will be impacted by rising inflation and increases to national insurance contributions. Over the coming years consumers will be making more considered purchase decisions, potentially elevating the threat from private label or lower priced brands.

Brands do have an opportunity to tap into growing consumer trends to reassert their value proposition. Environmental factors like climate change and carbon emissions are going to be key factors for brands to address, while the greater focus on holistic healthy lifestyles offers another chance for brands to help enhance consumer lives.

Read on to discover more details or take a look at all of our UK Consumer Lifestyles, Marketing and Promotion market research.

Quickly understand

  • The impact of COVID-19 on attitudes towards brands
  • Leading brands across the brandscape on different metrics
  • A review of leading brands in different categories

Covered in this report

Sectors: Automotive, Beauty & Personal Care, Drink, Fashion/Apparel, Finance, Food, Foodservice, Home, Household Care, Leisure, Media, Retail, Technology, Travel.

Brands: Fairy, NIVEA (NIVEA Men, NIVEA Sun), Boots, Colgate, Heinz, Post Office, Harpic, Calpol, Vicks, Dove, Jacob’s, Amazon, PayPal, Visa, Tesco, Walkers, Cadbury Dairy Milk, KitKat, Ferrero Tocher, Lindt (Lindor, Excellence), Harrods, Apple, Dyson, eBay, Pringles, IKEA, Apple, Samsung, Gucci, Dior, La Roche-Posay, Huda Beauty, Victoria’s Secret, Monzo, Premier Inn, Always (Always Discreet), Boch, Joules, Wellkid (Wellman, Wellteen, Wellwoman).

Expert analysis from a specialist in the field

This report, written by Richard Hopping, a leading analyst in the Brands sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Brands were in the ascendancy at the peak of the pandemic, as people sought out recognisable and comforting brands they trusted. However, as we gradually move into the recovery stage, brands will need to reassert what they can offer consumers for the longer term. In the next few years, there is still likely to be financial caution stemming from the aftermath of the pandemic. This will elevate the importance of value and function, highlighting two major aspects for big-name brands to communicate to consumers to remain successful.

Richard Hopping
Category Director, Household Care and Brands

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Products covered in this Report
  2. Executive Summary

    • Companies and brands
    • Amazon benefits from consumer shift towards online
      • Figure 1: Top brands by usage in the last 12 months, 2019-2021
    • A boost in trust for household care brands
      • Figure 2: Top brands by agreement with “A brand that I trust”, 2019-2021
    • Luxury is a way to signpost a unique proposition
      • Figure 3: Top brands by differentiation (net of “It somewhat stands out from others” and “It’s a unique brand”), 2019-2021
    • Tech brands create loyalty despite lower penetration
      • Figure 4: Top brands by agreement with “It’s a favourite brand”, 2019-2021
    • Apple stands out on excellent reviews
      • Figure 5: Top brands by excellent reviews, 2019-2021
    • Recommendation also relates to consistent level of experience
      • Figure 6: Top brands by likely recommendation, 2019-2021
    • Fairy’s quality image helps it to dominate its category
      • Figure 7: Top brands by agreement with “A brand that is consistently high quality”, 2019-2021
    • Technology has an advantage in signposting innovation
      • Figure 8: Top brands by agreement with “A brand that is innovative”, 2019-2021
    • Brands noted for value have an advantage as inflation hits
      • Figure 9: Top brands by agreement with “A brand that offers good value”, 2019-2021
    • Price acts as a cue for consumers to feel they should pay more
      • Figure 10: Top brands by agreement with “A brand that is worth paying more for”, 2019-2021
    • Brands will need to address climate change and carbon issues
      • Figure 11: Top brands by agreement with “Ethical”, 2019-2021
  3. Usage Leaders

    • Amazon benefits from consumer shift towards online
      • Figure 12: Top brands by usage in the last 12 months, 2019-2021
    • A shift from cash to digital and plastic payments
  4. Trust Leaders

    • A boost in trust for household care brands
      • Figure 13: Top brands by agreement with “A brand that I trust”, 2019-2021
  5. Differentiation Leaders

    • Luxury is a way to signpost a unique proposition
      • Figure 14: Top brands by differentiation (net of “It somewhat stands out from others” and “It’s a unique brand”), 2019-2021
  6. Favouritism Leaders

    • Tech brands create loyalty despite lower penetration
      • Figure 15: Top brands by agreement with “It’s a favourite brand”, 2019-2021
    • Visibility influences favouritism
  7. Satisfaction and Recommendation Leaders

    • Apple stands out on excellent reviews
      • Figure 16: Top brands by excellent reviews, 2019-2021
    • Recommendation also relates to consistent level of experience
      • Figure 17: Top brands by likely recommendation, 2019-2021
  8. Quality Leaders

    • Fairy’s quality image helps it to dominate its category
      • Figure 18: Top brands by agreement with “A brand that is consistently high quality”, 2019-2021
  9. Innovation Leaders

    • Technology has an advantage in signposting innovation
      • Figure 19: Top brands by agreement with “A brand that is innovative”, 2019-2021
  10. Value Leaders

    • Brands noted for value have an advantage as inflation hits
      • Figure 20: Top brands by agreement with “A brand that offers good value”, 2019-2021
    • Price acts as a cue for consumers to feel they should pay more
      • Figure 21: Top brands by agreement with “A brand that is worth paying more for”, 2019-2021
  11. Ethical Leaders

    • Brands will need to address climate change and carbon issues
      • Figure 22: Top brands by agreement with “Ethical”, 2019-2021
    • Protection of the environment and animal welfare are critical to beauty brands
    • Ecover is leading the way on in-store refills
  12. Beauty & Personal Care

    • Value focus grows in beauty and personal care
      • Figure 23: Leading brands operating in the beauty and personal care sector, by agreement with “A brand that offers good value”, 2019-21
    • Efficacy comes to the fore as people make more considered choices
      • Figure 24: Leading brands operating in the beauty and personal care sector, by agreement with “Effective”, 2019-21
    • Place beauty and personal care brands in routines
      • Figure 25: Leading brands operating in the beauty and personal care sector, by agreement with “A brand that cares about my health/wellbeing”, 2019-21
  13. Drink

    • Place drinks brands into the context of holistic healthy lifestyles
      • Figure 26: Leading brands operating in the drinks sector, by agreement with “A brand that I trust”, 2019-21
    • Twinings firmly moves into the wellbeing space
      • Figure 27: Twinings’ launch of probiotic teas, 2021
      • Figure 28: Leading brands operating in the drinks sector, by agreement with “A brand that is worth paying more for”, 2019-21
    • Promote the experience to leverage delicious associations
      • Figure 29: Leading brands operating in the drinks sector, by agreement with “Delicious”, 2019-21
  14. Financial Services

    • Rewarding loyalty is important to deter switching
    • Aviva boosts loyalty reputation via AvivaPlus
      • Figure 30: Leading brands operating in the financial services sector, by agreement with “A brand that rewards loyalty”, 2019-21
    • Digital-only brands stand out on progressive image
      • Figure 31: Leading brands operating in the financial services sector, by agreement with “Progressive”, 2019-21
    • Frequent interaction promotes customer service reputation
      • Figure 32: Leading brands operating in the financial services sector, by agreement with “A brand that has great customer service”, 2019-21
  15. Food

    • Consumers turn to sweet brands to indulge
      • Figure 33: Leading brands operating in the food sector, by agreement with “Indulgent”, 2019-21
    • Nostalgia is a key way to boost comfort associations
      • Figure 34: Leading brands operating in the food sector, by agreement with “Comforting”, 2019-21
    • Opportunity to boost health credentials
      • Figure 35: Leading brands operating in the food sector, by agreement with “A brand that cares about my health/wellbeing”, 2019-21
  16. Foodservice

    • Delivery brands increase their influence
      • Figure 36: Leading brands operating in the foodservice sector, by likely recommendation, 2019-21
    • Experience and customer service to come back into focus
      • Figure 37: Leading brands operating in the foodservice sector, by agreement with “Friendly”, 2019-21
  17. Household Care

    • Big-name brands leverage trust to succeed
      • Figure 38: Leading brands operating in the household care sector, by agreement with “A brand that I trust”, 2019-21
    • Importance of ethics pushes smaller brands into the mainstream
      • Figure 39: Leading brands operating in the household care sector, by agreement with “Ethical”, 2019-21
    • Efficacy is still critical to brand performance
      • Figure 40: Leading brands operating in the household care sector, by agreement with “Effective”, 2019-21
  18. Retail

    • Brands with reputation for online services are well placed
      • Figure 41: Leading brands operating in the retail sector, by agreement with “A brand that offers great online service”, 2019-21
    • Use in-store experience to lure people back
      • Figure 42: Leading brands operating in the retail sector, by differentiation (net of “It’s a unique brand” and “It’s a brand that somewhat stands out from others”), 2019-21
    • Customer service will become even more important
      • Figure 43: Leading brands operating in the retail sector, by agreement with “A brand that has great customer service”, 2019-21
  19. Technology

    • Apple is a clear innovation leader
      • Figure 44: Leading brands operating in the technology sector, by agreement with “A brand that is innovative”, 2019-21
    • Reliance on tech has grown even further
      • Figure 45: Leading brands operating in the technology sector, by agreement with “reliable”, 2019-21
  20. Travel

    • Ongoing disruption means trust in brands is more important
      • Figure 46: Leading brands operating in the travel sector, by agreement with “A brand that I trust”, 2019-21
    • Premier Inn offers reliable experience
      • Figure 47: Leading brands operating in the travel sector, by agreement with “reliable”, 2019-21
    • Value is heavily price-focused in travel markets
      • Figure 48: Leading brands operating in the travel sector, by agreement with “A brand that offers good value”, 2019-21
  21. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
  22. Appendix – Brands Covered

About the report

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.

Market

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.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

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.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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