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Covered in this report

Keeping yourself and your family fit and healthy is one of the most fundamental drivers that shape consumer behaviour, and this is reflected in Mintel’s brand research. Many of the top scoring brands for attributes like trust and quality are those that have a direct impact on health and wellbeing. However, this remains largely related to physical health. Brands need to be familiar with how consumer definitions are changing. The continuing shift in how consumers view wellbeing, and the greater focus towards holistic and mental wellbeing, may well impact on how consumers view brands in the future.

Expert analysis from a specialist in the field

Written by Richard Hopping, a leading analyst in the Household and Brand sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

There’s no stronger endorsement of a brand than a willingness to entrust it with your own or your family’s health. As such, it’s no surprise that perceptions of trust and quality are often guided by how a brand impacts upon the health and wellbeing of consumers. However, this is still largely defined by physical health. As definitions of wellbeing change, towards holistic and mental wellbeing, it may impact upon the way that consumers view brands, opening up new opportunities for brands to present a trustworthy, quality brand image Richard Hopping
Household and Brand Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • Brand Leaders
            • Food brands are household staples
              • Figure 1: Top brands by overall usage, October 2017- September 2019
              • Figure 2: Top brands by usage in the last 12 months, October 2017- September 2019
            • Amazon is the most likely to be described as “a favourite brand” …
              • Figure 3: Top brands by agreement with “It’s a favourite brand”, October 2017- September 2019
            • … and this leads to greater levels of commitment
              • Figure 4: Top brands by commitment (net of agreement with “It’s a favourite brand” and “I prefer it over others”), October 2017- September 2019
            • Amazon and Harrods are highly differentiated
              • Figure 5: Top brands by perceived differentiation (net of agreement with “It’s a unique brand” and “It’s somewhat different from others”), October 2017- September 2019
            • Brands with premium positioning top satisfaction scores
              • Figure 6: Top brands by satisfaction (net of “excellent” and “good” reviews”, October 2017- September 2019
            • PureGym shows that recommendation isn’t always about experience
              • Figure 7: Top brands by likely recommendation, October 2017- September 2019
            • Brand Attributes
              • Trusted brands impact on health and wellbeing
                • Figure 8: Top brands by agreement with “A brand that I trust”, October 2017- September 2019
              • Quality and trust are closely linked
                • Figure 9: Top brands by agreement with “A brand that is consistently high quality”, October 2017- September 2019
              • Ecover and The Body Shop considered ethical
                • Figure 10: Top brands by agreement with “Ethical”, October 2017- September 2019
              • Everyday brands capable of creating premium image
                • Figure 11: Top brands by agreement with “A brand that is worth paying more for”, October 2017- September 2019
              • Technology brands associated with innovation
                • Figure 12: Top brands by agreement with “A brand that is innovative”, October 2017- September 2019
              • Prices define retailer value
                • Figure 13: Top brands by agreement with “A brand that offers good value”, October 2017- September 2019
              • Marks & Spencer’s customer service is a route to growth
                • Figure 14: Top brands by agreement with “A brand that has great customer service”, October 2017- September 2019
              • The health and wellbeing landscape may be set to change
                • Figure 15: Top brands by agreement with “A brand that cares about my health/wellbeing”, October 2017- September 2019
              • What we think
              • Brand Leaders – What You Need to Know

                • Food brands are household staples
                  • Brands with high preference are well known
                    • Amazon and Harrods stand out
                      • Brands with premium positioning top satisfaction scores
                        • PureGym shows that recommendation isn’t always about experience
                        • Brand Usage

                          • Food brands are household staples …
                            • Figure 16: Top brands by overall usage, October 2017- September 2019
                          • … and where consumers buy them are crucial to everyday lives
                            • Figure 17: Top brands by usage in the last 12 months, October 2017- September 2019
                        • Brand Preference

                          • The benefits of being a famous brand
                            • Figure 18: Top brands by agreement with “It’s a favourite brand”, October 2017- September 2019
                          • Commitment means loyalty to new products and categories
                            • Figure 19: Top brands by commitment (net of agreement with “It’s a favourite brand” and “I prefer it over others”), October 2017- September 2019
                        • Brand Differentiation

                          • Amazon and Harrods stand out
                            • Figure 20: Top brands by perceived differentiation (net of agreement with “It’s a unique brand” and “It’s somewhat different from others”), October 2017- September 2019
                          • Luxury chocolate brands are differentiated
                          • Brand Satisfaction and Recommendation

                            • Brands with highest satisfaction carry few similarities …
                              • … aside from their premium positioning
                                • Figure 21: Top brands by satisfaction (net of “excellent” and “good” reviews”, October 2017- September 2019
                              • Excellent reviews generally reserved for more luxury brands
                                • Figure 22: Top brands by excellent reviews, October 2017- September 2019
                              • PureGym shows that recommendation isn’t always about experience
                                • Figure 23: Top brands by likely recommendation, October 2017- September 2019
                            • Brand Attributes – What You Need to Know

                              • Trusted brands impact on health and wellbeing
                                • Quality and trust are closely linked
                                  • Ecover and The Body Shop considered ethical
                                    • Everyday brands capable of creating premium image
                                      • Technology brands associated with innovation
                                        • Marks & Spencer’s customer service is a route to growth
                                          • Health and wellbeing landscape may be set to change
                                          • Trust in Brands

                                            • Trusted brands impact on health and wellbeing
                                              • Figure 24: Top brands by agreement with “A brand that I trust”, October 2017- September 2019
                                            • Trust as a building block for other attributes
                                            • Quality Brands

                                              • Quality and trust are closely linked
                                                • Figure 25: Top brands by agreement with “A brand that is consistently high quality”, October 2017- September 2019
                                            • Ethical Brands

                                              • Ecover and The Body Shop considered particularly ethical
                                                • Figure 26: Top brands by agreement with “Ethical”, October 2017- September 2019
                                              • FMCG brands have more of an ethical reputation
                                              • Brands Worth Paying More For

                                                • Everyday brands capable of creating premium image
                                                  • Figure 27: Top brands by agreement with “A brand that is worth paying more for”, October 2017- September 2019
                                                • Luxury food brands more likely to feature
                                                • Innovative Brands

                                                  • Technology brands associated with innovation
                                                    • Figure 28: Top brands by agreement with “A brand that is innovative”, October 2017- September 2019
                                                  • IKEA combines heritage with modern initiatives
                                                    • Ben & Jerry’s is the only FMCG brand represented
                                                    • Brands Offering Good Value

                                                      • Prices define perceptions of a retailer’s value
                                                        • Figure 29: Top brands by agreement with “A brand that offers good value”, October 2017- September 2019
                                                      • Fairy promotes longer-term value
                                                      • Customer Service and Brands

                                                        • Marks & Spencer’s customer service is a route to growth
                                                          • Figure 30: Top brands by agreement with “A brand that has great customer service”, October 2017- September 2019
                                                        • Retailers are considered superior to financial services
                                                        • Health and Wellbeing

                                                          • Health and wellbeing landscape may be set to change
                                                            • Figure 31: Top brands by agreement with “A brand that cares about my health/wellbeing”, October 2017- September 2019
                                                          • A focus on physical health still the clearest indicator of care
                                                          • Sector Review – What You Need to Know

                                                            • BPC: Colgate
                                                              • Drink: The Kraken
                                                                • Financial Services: Monzo
                                                                  • Food: Ryvita
                                                                    • Foodservice: McDonald’s
                                                                      • Household Care: Fairy
                                                                        • Media: Radio Times
                                                                          • Retail: Amazon
                                                                            • Technology: Giffgaff
                                                                              • Travel: TripAdvisor
                                                                              • BPC

                                                                                  • Colgate
                                                                                    • Figure 32: Brand usage in the BPC sector, November 2017-July 2019
                                                                                    • Figure 33: Colgate’s bamboo charcoal toothbrush, October 2019
                                                                                  • Chanel
                                                                                    • Figure 34: Key brand metrics for the BPC sector, November 2017-July 2019
                                                                                  • Gillette
                                                                                    • Figure 35: Brand attitudes in the BPC sector, November 2017-July 2019
                                                                                • Drink

                                                                                    • Coca-Cola
                                                                                      • Figure 36: Brand usage in the Drink sector, November 2017-July 2019
                                                                                      • Figure 37: Coca-Cola launches, 2019
                                                                                    • The Kraken
                                                                                      • Figure 38: Key brand metrics for the Drink sector, November 2017-July 2019
                                                                                    • Robinsons
                                                                                      • Figure 39: Brand attitudes in the Drink sector, November 2017-July 2019
                                                                                  • Financial Services

                                                                                      • Post Office
                                                                                        • Figure 40: Brand usage in the financial services sector, November 2017-July 2019
                                                                                      • Monzo
                                                                                        • Figure 41: Key brand metrics for the financial services sector, November 2017-July 2019
                                                                                      • Comparethemarket.com
                                                                                        • Figure 42: Brand attitudes in the financial services sector, November 2017-July 2019
                                                                                    • Food

                                                                                        • Heinz
                                                                                          • Figure 43: Brand usage in the food sector, November 2017-July 2019
                                                                                          • Figure 44: Example of Heinz launches, 2019
                                                                                        • Magnum
                                                                                          • Figure 45: Key brand metrics for the food sector, November 2017-July 2019
                                                                                        • Ryvita
                                                                                          • Figure 46: Brand attitudes in the food sector, November 2017-July 2019
                                                                                      • Foodservice

                                                                                          • McDonald’s
                                                                                            • Figure 47: Brand usage in the foodservice sector, November 2017-July 2019
                                                                                          • Nando’s and KFC
                                                                                            • Figure 48: Key brand metrics for the foodservice sector, November 2017-July 2019
                                                                                          • Domino’s
                                                                                            • Figure 49: Brand attitudes in the foodservice sector, November 2017-July 2019
                                                                                        • Household Care

                                                                                            • Fairy
                                                                                              • Figure 50: Brand usage in the household care sector, November 2017-July 2019
                                                                                              • Figure 51: Key brand metrics for the household care sector, November 2017-July 2019
                                                                                            • Dettol
                                                                                              • Figure 52: Brand attitudes in the household care sector, November 2017-July 2019
                                                                                              • Figure 43: Examples of Dettol launches, 2019
                                                                                          • Media

                                                                                              • Daily Mail
                                                                                                • Figure 54: Brand usage in the media sector, November 2017-July 2019
                                                                                              • Total Film and Empire
                                                                                                • Figure 55: Key brand metrics for the media sector, November 2017-July 2019
                                                                                              • Radio Times
                                                                                                • Figure 56: Brand attitudes in the media sector, November 2017-July 2019
                                                                                            • Retail

                                                                                                • Tesco
                                                                                                  • Figure 57: Brand usage in the retail sector, November 2017-July 2019
                                                                                                • Amazon
                                                                                                  • Figure 58: Key brand metrics for the retail sector, November 2017-July 2019
                                                                                                • Marks & Spencer
                                                                                                  • Figure 59: Brand attitudes in the retail sector, November 2017-July 2019
                                                                                              • Technology

                                                                                                  • Giffgaff
                                                                                                    • Figure 60: Brand usage in the technology sector, November 2017-July 2019
                                                                                                  • Apple iPhone
                                                                                                    • Figure 61: Key brand metrics for the technology sector, November 2017-July 2019
                                                                                                  • Samsung
                                                                                                    • Figure 62: Brand attitudes in the technology sector, November 2017-July 2019
                                                                                                • Travel

                                                                                                    • TripAdvisor
                                                                                                      • Figure 63: Brand usage in the travel sector, November 2017-July 2019
                                                                                                    • Premier Inn
                                                                                                      • Figure 64: Key brand metrics for the travel sector, November 2017-July 2019
                                                                                                    • British Airways
                                                                                                      • Figure 65: Brand attitudes in the travel sector, November 2017-July 2019
                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                      • Abbreviations
                                                                                                      • Appendix – Brands Covered

                                                                                                        About the report

                                                                                                        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:

                                                                                                        • The Consumer

                                                                                                          What They Want. Why They Want It.

                                                                                                        • The Competitors

                                                                                                          Who’s Winning. How To Stay Ahead.

                                                                                                        • The Market

                                                                                                          Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                        • The Innovations

                                                                                                          New Ideas. New Products. New Potential.

                                                                                                        • The Opportunities

                                                                                                          Where The White Space Is. How To Make It Yours.

                                                                                                        • The Trends

                                                                                                          What’s Shaping Demand – Today And Tomorrow.

                                                                                                        Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                                        Description