2021
9
UK Brand Overview: Food Market Report 2021
2021-04-27T15:57:00+01:00
OX1044869
2195
137028
[{"name":"Food","url":"https:\/\/store.mintel.com\/industries\/food"}]
Report
en_GB
“The coronavirus outbreak has urged consumers to review their eating habits, triggering a rise in at-home cooking and eating occasions. As the notion of holistic wellbeing becomes more influential, brands…

UK Brand Overview: Food Market Report 2021

£ 2,195 (Excl.Tax)

Description

“The coronavirus outbreak has urged consumers to review their eating habits, triggering a rise in at-home cooking and eating occasions. As the notion of holistic wellbeing becomes more influential, brands with a healthy and caring reputation become more appealing. However, Brits’ sweet tooth and desire for small indulgences position those brands known for their taste and premium food experience in a positive light. As ethical and environmental connotations become increasingly relevant to resonate with consumers, brands will need to show tangible and authentic commitment towards social and environmental themes.”

– Emilia Tognacchini, Brand and Household Care Analyst

This report covers the following issues:

  • The impact of COVID-19 on consumer behaviour and how it will influence what consumers are looking from food brands.
  • How leading food brands score on metrics like usage, trust, satisfaction, likely recommendation and perceived differentiation.
  • The top scoring brands for particular personality traits, including innovation, value, quality and taste.
  • The leaders on hot topics in the food sector – natural, indulgence, ethics, and health and wellness.

Table of Contents

  1. Overview

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

    • COVID-19 creates a new focus on health and desire for indulgences
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on the food through retail market, 9 April 2020
    • Brand Leaders
    • No condiment or dressing is like ketchup… and mayo
      • Figure 2: Top ranking of brands operating in the food sector, by consumption in the last 12 months, November 2018-December 2020
    • Favourite brands inspire trust and are easily accessible
      • Figure 3: Top ranking of brands operating in the food sector, by commitment (net of “It is a favourite brand” and “I prefer this brand over others”), November 2018-December 2020
    • A link between memories and perceptions of trust
      • Figure 4: Top ranking of brands operating in the food sector, by agreement with “A brand that I trust”, November 2018-December 2020
    • Price and likely recommendation
      • Figure 5: Top ranking of brands operating in the food sector, by likely recommendation, November 2018-December 2020
    • Brand personality traits
    • Heritage brands lead innovation in the food sector
      • Figure 6: Top ranking of brands operating in the food sector, by agreement with “It is a brand that is innovative”, November 2018-December 2020
    • Value means more than price
      • Figure 7: Top ranking of brands operating in the food sector, by agreement with “It is a brand that offers good value”, November 2018-December 2020
    • Different metrics drive consumers to spend more
      • Figure 8: Top ranking of brands operating in the food sector, by agreement with “It is a brand that is worth paying more for”, November 2018-December 2020
    • Sweet treats are the most delicious
      • Figure 9: Top ranking of brands operating in the food sector, by associations with “Delicious”, November 2018-December 2020
    • Hot topics in food
    • Interest in health grows, but consumers are more cynical
      • Figure 10: Top ranking of brands operating in the food sector, by associations with “Healthy”, November 2018-December 2020
    • Indulgence and sweetness travel in parallel
      • Figure 11: Top ranking of brands operating in the food sector, by associations with “Indulgent”, November 2018-December 2020
    • A link between ingredients and perceptions of naturalness
      • Figure 12: Top ranking of brands operating in the food sector, by associations with “Natural”, November 2018-December 2020
    • Consumers aspire to more ethical lifestyles
      • Figure 13: Top ranking of brands operating in the food sector, by associations with “Ethical”, November 2018-December 2020
  3. The Impact of COVID-19 on Food Brands

    • COVID-19 creates a new focus on health and desire for indulgences
      • Figure 14: Short-, medium- and long-term impact of COVID-19 on the food through retail market, 9 April 2020
    • COVID-19 puts emphasis on value
      • Figure 15: Examples of ‘affordable luxury’ product concepts, 2020-21
    • The pandemic raises interest in physical health…
      • Figure 16: Examples of new launches carrying health-related claims, 2020-21
    • …and mental wellbeing
    • Consumers become more sceptical about health-related claims
    • Eating occasions move within the home environment
      • Figure 17: Examples of breakfast launches, 2020-21
    • The pandemic redesigns the dining experience
      • Figure 18: Examples of meal-kit launches, 2020-21
    • Focus on local claims and ingredients grows
      • Figure 19: Examples of launches with ‘local’ claims, 2020-21
    • The environment remains a top priority
      • Figure 20: Reasons for buying ethical food and drink, February 2019
      • Figure 21: BOL Foods launches its “Time for a Fresh Start” campaign, 2020
    • Food shopping moves online
      • Figure 22: Cadbury Easter Cottage Kit, 2021
  4. Brand Leaders – Key Takeaways

    • Chocolate for inner peace
    • Favourite brands inspire trust and are easily accessible
    • Use packaging to promote a differentiated image
  5. Usage

    • No condiment or dressing is like ketchup…and mayo
      • Figure 23: Top ranking of brands operating in the food sector, by consumption in the last 12 months, November 2018-December 2020
    • Heinz seduces both ketchup and mayo lovers
      • Figure 24: Heinz extends its mayonnaise variants, 2020-21
    • Chocolate for inner peace
      • Figure 25: Top ranking of brands operating in the food sector, by overall consumption, November 2018-December 2020
  6. Preference

    • Favourite brands inspire trust and are easily accessible
      • Figure 26: Top ranking of brands operating in the food sector, by commitment (net of “It is a favourite brand” and “I prefer this brand over others”), November 2018-December 2020
      • Figure 27: Examples of launches from top favourite brands, 2020-21
  7. Trust

    • A link between memories and perceptions of trust
      • Figure 28: Top ranking of brands operating in the food sector, by agreement with “A brand that I trust”, November 2018-December 2020
    • Walkers relaunch flavours from the ‘90s
      • Figure 29: Walkers launches “Quavers flavours that take you back” advert, 2021
    • Cadbury imagines new ways to enjoy chocolate
  8. Satisfaction and Recommendation

    • Heinz benefits from strong brand image
      • Figure 30: Top ranking of brands operating in the food sector, by satisfaction (net of “Good” and “Excellent” reviews), November 2018-December 2020
    • Price, satisfaction and likely recommendation
      • Figure 31: Top ranking of brands operating in the food sector, by likely recommendation, November 2018-December 2020
    • Bonne Maman celebrates mums
      • Figure 32: Bonne Maman celebrates Mother’s Day, 2021
      • Figure 33: Fearne & Rosie Reduced Sugar Strawberry Jam, 2019
  9. Differentiation

    • Ferrero Rocher and Lindt Lindor stand out from the crowd
      • Figure 34: Top ranking of brands operating in the food sector, by perceived differentiation (net of “It is a unique brand” and “It somewhat stands out from others”), November 2018-December 2020
    • Partner with creative companies to elevate the experience
    • Use packaging to promote a differentiated image
      • Figure 35: Examples of collaborations between food brands and Dolce & Gabbana, 2020
    • Spicy flavours to stand out
      • Figure 36: Pringles launches new Sizzl’n range, 2021
  10. Brand Personality Traits – Key Takeaways

    • Ben & Jerry’s stands for civil rights and climate justice
    • Value means more than price
    • Sweet treats are the most delicious
  11. Innovation

    • Heritage brands lead innovation in the food sector
      • Figure 37: Top ranking of brands operating in the food sector, by agreement with “It is a brand that is innovative”, November 2018-December 2020
    • Ben & Jerry’s stands for civil rights and climate justice
      • Figure 38: Ben & Jerry’s announces launch of its Change the Whirled Non-Dairy ice-cream variant, 2020
    • Müller Corner focuses on positive emotions
      • Figure 39: Müller Corner launches new Creations by Dina Asher-Smith, 2021
  12. Value

    • Value means more than price
      • Figure 40: Top ranking of brands operating in the food sector, by agreement with “It is a brand that offers good value”, November 2018-December 2020
    • Warburtons partners with Love Food Hate Waste
      • Figure 41: Warburtons encourages consumers to limit food waste, 2021
  13. Premium

    • A link between perceived quality and commitment
      • Figure 42: Top ranking of brands operating in the food sector, by agreement with “It is a brand that is consistently high quality”, November 2018-December 2020
    • McVitie’s experiments with flavours
      • Figure 43: Examples of new launches from McVitie’s, 2020-21
    • Different metrics drive consumers to spend more
      • Figure 44: Top ranking of brands operating in the food sector, by agreement with “It is a brand that is worth paying more for”, November 2018-December 2020
    • Gü uses new recipes and packaging to add value
      • Figure 45: Examples of new launches and seasonal packaging from Gü, 2020
  14. Taste

    • Sweet treats are the most delicious
      • Figure 46: Top ranking of brands operating in the food sector, by associations with “Delicious”, November 2018-December 2020
    • Maltesers launches new cake bars
      • Figure 47: Maltesers launches new Cake Bars, 2021
  15. Hot Topics in Food – Key Takeaways

    • Interest in health and wellness grows, but consumers are more cynical
    • Rowse enters the chocolate-spread market
    • Yeo Valley introduces smart packaging
  16. Health and Wellness

    • Interest in health and wellness grows, but consumers are more cynical
      • Figure 48: Top ranking of brands operating in the food sector, by associations with “Healthy”, November 2018-December 2020
    • Use technology to support healthy food habits
    • Time and heritage build perceptions of health and wellbeing
      • Figure 49: Top ranking of brands operating in the food sector, by agreement with “A brand that cares about my health/wellbeing”, November 2018-December 2020
      • Figure 50: Examples of Weetabix #HaveYouHadYourWeetabix campaign, 2021
    • Actimel launches its first plant-based range
      • Figure 51: Actimel launches 100% Dairy Free range, 2020
    • Yakult promotes a holistic approach to health
  17. Indulgence and Comfort

    • Indulgence and sweetness travel in parallel
      • Figure 52: Top ranking of brands operating in the food sector, by associations with “Indulgent”, November 2018-December 2020
    • Häagen-Dazs offers double indulgence in one tub
    • Savoury brands can offer indulgence and comfort too
      • Figure 53: Top ranking of brands operating in the food sector, by associations with “Comforting”, November 2018-December 2020
      • Figure 54: Examples of indulgent and ‘swavoury’ snacks, 2020
  18. Natural

    • A link between ingredients and perceptions of naturalness
      • Figure 55: Top ranking of brands operating in the food sector, by associations with “Natural”, November 2018-December 2020
    • Rowse enters the chocolate-spread market
      • Figure 56: Rowse ChocoBee Chocolate Spread with Honey & Cocoa, 2021
    • Nairn’s extends its gluten-free offering
  19. Ethics

    • Consumers aspire to more ethical lifestyles
      • Figure 57: Top ranking of brands operating in the food sector, by associations with “Ethical”, November 2018-December 2020
    • Yeo Valley introduces smart packaging
      • Figure 58: Yeo Valley’s ‘Moo-R’ QR code, 2021
    • Unilever invests in packaging sustainability
      • Figure 59: Magnum launches new recyclable ice-cream tub, 2021
  20. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
  21. 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.

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