Cadbury, Robinsons, and Colgate are the most-considered brands in the UK in their respective categories, according to YouGov’s new 2023 FMCG rankings covering food, beverage, and personal care products.
The rankings report, created against a backdrop of economic slowdown and accelerating inflation, uses the YouGov BrandIndex to offer a benchmark for FMCG brands across 18 key international markets to evaluate their positions in the context of consumer consideration. Consumers are asked: “When you are in the market next to make a purchase, which brands would you consider?” The consideration score for each brand is derived from the answers to this question.
Food
In the UK, Cadbury is the highest-performing food brand with a score of 57.3, with Birds Eye (42.1) and Walkers (41.4) in second and third place respectively. The rankings report also reveals the top improvers for the year, with Richmond (+1.4) seeing the biggest gains, closely followed by Haribo (+1.3).
Beverages
Robinsons is the best-performing beverage brand in the UK, with a score of 33.6. Also performing well and finding themselves in the top five are Ribena (25.7), San Pellegrino (24.5), Pepsi Max (22.2), and Highland Spring (22.0).
Among the brands that saw the most improvement in their consideration score, San Pellegrino came in first place, with Coca-Cola Zero (+2.1), Evian (+1.9), Pepsi Max (+1.7), and Sprite (+1.6) also featuring in the top five.
Personal care
Colgate is the most-considered personal brand, scoring 43.0, some 7.9 points ahead of second-place Dove (35.1). Nivea, which is fourth place overall in terms of consideration (30.0), topped the rankings in terms of improvement (2.1+). Other brands who saw their scores increase included Charlotte Tilbury (+1.3) and WaterWipes (+1.2).
NAM Implications:
- A must-have benchmark for assessing Lockdown fallout damage to your brand.
- Also being No.1 in a category means being able to get adequate CPIs away…
- i.e. lesser brands are not going to do better.
- In other words, a realistic indicator of how you are going to perform.
- In 2023 and beyond…
