2020
9
UK Brand Leaders Market Report 2020
2021-01-28T03:02:08+00:00
OX989894
2195
133241
[{"name":"Consumers and Trends","url":"https:\/\/store.mintel.com\/industries\/consumers-trends"}]
Report
en_GB
“The COVID-19 crisis and the consumer response underlines the purpose of creating a strong brand image. The trust in big name brands has drawn consumers towards them at a time…

UK Brand Leaders Market Report 2020

£ 2,195 (Excl.Tax)

Report Summary

“The COVID-19 crisis and the consumer response underlines the purpose of creating a strong brand image. The trust in big name brands has drawn consumers towards them at a time when consumers have been looking for reassurance. In household care for example, which has seen a move towards effective and functional products, brands like Dettol and Domestos have increased sales.”

– Richard Hopping, Senior Brand and Household Analyst

This report covers the following issues:

  • 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

Table of Contents

  1. Overview

    • Key issues covered in this report
    • COVID-19: Market context
    • Impact of the January lockdown and the vaccination rollout
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on consumer attitudes towards brands
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on brands, 15 December 2020
    • Brands help to guide consumers
    • More appreciation for brands that keep life running
    • Reassert value ahead of tough economic environment
    • Leading brands
    • Amazon will benefit from 2020 lockdowns
      • Figure 2: Top brands by usage in the last 12 months, January 2019-November 2020
    • Fairy’s trust leads to market dominance
      • Figure 3: Top brands by agreement with “A brand that I trust”, January 2019-November 2020
    • Amazon’s standout makes it a constant choice for online shoppers
      • Figure 4: Top brands by differentiation (net of “It somewhat stands out from others” and “It’s a unique brand”), January 2019-November 2020
    • Brands with high preference are protected against trading down
      • Figure 5: Top brands by commitment (net of “I prefer this brand over others” and “It’s a favourite brand”, January 2019-November 2020
    • COVID-19 creates a new appreciation for essential retailers
    • Consumers are attached to their tech devices
      • Figure 6: Top brands by excellent reviews, January 2019-November 2020
    • Recommendation will help create brand growth
      • Figure 7: Top brands by likely recommendation, January 2019-November 2020
    • Functional products can demonstrate quality
      • Figure 8: Top brands by agreement with “A brand that is consistently high quality”, January 2019-November 2020
    • Technology brands often dependent on innovation
      • Figure 9: Top brands by agreement with “A brand that is innovative”, January 2019-November 2020
    • Leading retailers clearly demonstrate value proposition
      • Figure 10: Top brands by agreement with “A brand that offers good value”, January 2019-November 2020
    • Consumers are willing to pay more for quality brands
      • Figure 11: Top brands by agreement with “A brand this is worth paying more for”, January 2019-November 2020
    • A focus on ethics and the environment remains crucial
      • Figure 12: Top brands by agreement with “Ethical”, January 2019-November 2020
  3. The Impact of COVID-19 on Consumers

    • Brands help to guide consumers
      • Figure 13: Shopping behaviours during COVID-19, 16 April-19 November
    • More appreciation for brands that keep life running
    • Essential retailers
    • Technology brands
    • Food delivery services
    • Value set to become more important
      • Figure 14: Trends in consumer sentiment for the coming year, January 2009-November 2020
      • Figure 15: OBR expectations for GDP and unemployment, 2020-25
    • Reassert value ahead of tough economic environment
    • Learn lessons from the 2008/09 recession
    • Savvy shopping is already well established
    • A return to DIY
    • Consumers looking for help
  4. Leading Brands – Key Takeaways

    • Trusted brands will benefit from the pandemic
    • Demonstrate quality to protect against trading down
    • Move early on ethical initiatives
  5. Usage

    • Amazon’s brand image will benefit from 2020 lockdowns
      • Figure 16: Top brands by usage in the last 12 months, January 2019-November 2020
    • Retailers become even more relied on
  6. Trust

    • Fairy’s trust leads to market dominance
      • Figure 17: Top brands by agreement with “A brand that I trust”, January 2019-November 2020
  7. Differentiation

    • Amazon’s standout makes it a constant choice for online shoppers
      • Figure 18: Top brands by differentiation (net of “It somewhat stands out from others” and “It’s a unique brand”), January 2019-November 2020
    • Innovation can help promote a unique offering
  8. Favouritism and Preference

    • Brands with high preference are protected against trading down
      • Figure 19: Top brands by commitment (net of “I prefer this brand over others” and “It’s a favourite brand”), January 2019-November 2020
    • Amazon makes it easy for consumers to stay loyal
    • COVID-19 creates a new appreciation for essential retailers
  9. Satisfaction and Recommendation

    • Consumers are attached to their tech devices
      • Figure 20: Top brands by excellent reviews, January 2019-November 2020
    • Recommendation will help create brand growth
    • Lockdowns provide the chance for new brands to come to the fore
      • Figure 21: Top brands by likely recommendation, January 2019-November 2020
  10. Quality

    • Functional products can demonstrate quality
      • Figure 22: Top brands by agreement with “A brand that is consistently high quality”, January 2019-November 2020
    • Focus on quality to improve after the pandemic
      • Figure 23: Important factors when buying food products going forward, July 2020
  11. Innovation

    • Technology brands often dependent on innovation
      • Figure 24: Top brands by agreement with “A brand that is innovative”, January 2019-November 2020
    • Retailers mesh historic and modern innovations
  12. Value

    • Leading retailers clearly demonstrate value proposition
      • Figure 25: Top brands by agreement with “A brand that offers good value”, January 2019-November 2020
  13. Worth Paying More For

    • Consumers willing to pay more for quality brands
      • Figure 26: Top brands by agreement with “A brand this is worth paying more for”, January 2019-November 2020
    • Luxury brands carry an expected price premium
  14. Ethical Brands

    • Focus on ethics and the environment remains crucial
      • Figure 27: Top brands by agreement with “Ethical”, January 2019-November 2020
    • Brands with a history of ethics lead the way
    • Smaller brands are capable of standing out for their ethical stance
  15. Category Leaders – Key Takeaways

    • Brands can target peace of mind to boost wellbeing
    • Customer service will be vital to future brand experiences
    • Brands across categories will need to reassert value
  16. Beauty & Personal Care

    • Shift from self-indulgence to self-care
      • Figure 28: Leading brands operating in the beauty and personal care sector, by agreement with “A brand that cares about my health/wellbeing”, January 2019-November 2020
    • Market leaders have a better chance to withstand trading down
      • Figure 29: Leading brands operating in the beauty and personal care sector, by commitment (net of “I prefer this brand over others” and “It’s a favourite brand”), January 2019-November 2020
    • Ensure consumers are proud of their purchases
      • Figure 30: Leading brands operating in the beauty and personal care sector, by agreement with “A brand that I am proud to be associated with”, January 2019-November 2020
  17. Drink

    • Differentiated image drives sales for alcohol brands
      • Figure 31: Leading brands operating in the drinks sector, by differentiation (net of “It somewhat stands out from others” and “It’s a unique brand”), January 2019-November 2020
    • Quality and premium brands create higher satisfaction
      • Figure 32: Leading brands operating in the drinks sector, by satisfaction (net of “Good” and “Excellent”, January 2019-November 2020
  18. Financial Services

    • Financial services brands well placed to push their helpful side
      • Figure 33: Leading brands operating in the financial services sector, by agreement with “Helpful”, January 2019-November 2020
    • Cautious consumers will seek trusted brand names
      • Figure 34: Leading brands operating in the financial services sector, by agreement with “A brand that I trust”, January 2019-November 2020
    • A test for customer service through digital channels
      • Figure 35: Leading brands operating in the financial services sector, by agreement with “A brand that has great customer service”, January 2019-November 2020
  19. Food

    • Wellbeing focus among food brands set to grow
      • Figure 36: Leading brands operating in the food sector, by agreement with “A brand that cares about my health/wellbeing”, January 2019-November 2020
    • Big name brands score highly on perceived value
      • Figure 37: Leading brands operating in the food sector, by agreement with “A brand that offers good value”, January 2019-November 2020
    • A space for brands to appeal on pure taste
      • Figure 38: Leading brands operating in the food sector, by agreement with “Delicious”, January 2019-November 2020
  20. Foodservice

    • Delivery service brands are well placed for continued future growth
      • Figure 39: Leading brands operating in the foodservice sector, by likely recommendation, January 2019-November 2020
    • Focus on atmosphere to bring customers back post-COVID-19
      • Figure 40: Leading brands operating in the foodservice sector, by agreement with “Welcoming”, January 2019-November 2020
  21. Household Care

    • COVID-19 can help household care brands to extend their influence
      • Figure 41: Leading brands operating in the household care sector, by agreement with “A retailer that I Trust”, January 2019-November 2020
    • Efficacy becomes more critical during the pandemic
      • Figure 42: Leading brands operating in the household care sector, by agreement with “Effective”, January 2019-November 2020
  22. Retail

    • COVID-19 benefits retailers with a strong online reputation
      • Figure 43: Leading brands operating in the retail sector, by agreement with “A retailer that provides a great online service”, January 2019-November 2020
    • Consumers appreciate essential retailers
      • Figure 44: Leading brands operating in the retail sector, by (net of “I prefer this brand over others” and “It’s a favourite brand”), January 2019-November 2020
    • Customer service will be more critical after the virus dissipates
      • Figure 45: Leading brands operating in the retail sector, by agreement with “A retailer that has great customer service”, January 2019-November 2020
  23. Technology and Media

    • The pandemic brings people closer to their device brands
      • Figure 46: Leading brands operating in the technology sector, by commitment (net of “I prefer this brand over others” and “It’s a favourite brand”), January 2019-November 2020
    • Media brands can target curious consumers to boost revenues
      • Figure 47: Leading brands operating in the media sector, by agreement with “Authoritative”, January 2019-November 2020
  24. Travel

    • Build trust to reassure consumers about future travel
      • Figure 48: Leading brands operating in the travel sector, by agreement with “A brand that I trust”, January 2019-November 2020
    • Value will drive spend on trips during a tough economic environment
      • Figure 49: Leading brands operating in the travel sector, by agreement with “A brand that offers good value”, January 2019-November 2020
    • Demonstrate that customers come first
      • Figure 50: Leading brands operating in the travel sector, by agreement with “Welcoming”, January 2019-November 2020
  25. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
  26. 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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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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