UK companies that invest in brand ‘outperform rivals’

FMCG brands which have diversified their product ranges and invested in brand innovation are outperforming both their domestic rivals and international brands, according to new research.

Warburtons has diversified its product ranges. Warburton's Escapes were designed by Family and Friends
Warburtons has diversified its product ranges. Warburton’s Escapes were designed by Family and Friends

Consumer research company Kantar Worldpanel has released the results of its global Brand Footprint survey

In the UK, the top-performing brands are Warburtons, Heinz and McVities. Warburtons leads the ranking for the second year in a row as the UK’s most chosen brand, picked an average of 25 times a year by 86 per cent of UK households.

The results show that more people are buying Warburtons products and buying them more frequently, which Kantar Worldpanel puts down to ‘the release of new non-bread products’ and a wheat-free range.

McVities, recently rebranded with JKR as part of a £12m investment from United Biscuits. It is picked by 89 per cent of UK households, which buy it 14 times a year.

Cadbury has increased its consumer reach points by 12 per cent this year. Its products are selected by 73 per cent of households nine times a year.

Kantar Worldpanel says the main influence has been ‘the huge number of new products launched under the Marvellous Creations range’ and collaborations with sister brands Ritz and Oreo.

Cadbury’s flagship product Dairy Milk was rebranded last year by Pearlfisher and it also rolled out a new look for its hot drinks, which was designed by Bulletproof.

The results also show that consumers in the UK are plucking domestic FMCG brands off the shelves more often then international brands. 

The highest ranking international brand in the UK is Müller at number 7, with Coca Cola – which topped the global survey – coming in at number 9 in the UK.

Alison Martin, director at Kantar Worldpanel says, ‘The brands which excelled this year are those which invested in innovation, inspiration and invention.’

The Brand Footprint raking looks at 35 countries, individually and as a whole,  across the food, beverage, health and beauty and homecare sectors. Its Consumer Reach Points metric measures how many households are buying a brand and how often they are buying it.

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