Every quarter we survey British consumers on their brand awareness and preferences in relation to the health and wellness industry. Our latest insights into this industry can be found below. Plus, in Q1 of each year we dive even deeper into the data to create an in-depth report on the state of the industry.
To jump straight to our 2019 Health & Wellness Brand Index Report, click below:
To compile this quarter’s Health & Wellness Brand Index below, we looked at three things:
Percentage of unprompted brand recall within the health and wellness category
How likely a person is to purchase each brand (Purchase Intent)
How likely a person is to recommend each brand (Net Promoter Score)
Key Changes in Brand Attributes
Healthy habits can be hard to maintain. We’ve all been there; pledging to eat less sugar, run more or (once and for all) give up smoking. Whether consumers stick to their desired habits for long or not, they’ll need the help of brands to give it their best go. Their favourite fizzy drink brands may help by reducing the added sugar in their recipes, or sports apparel brands may do more to represent all bodies (like Nike did!), for instance.
With health and wellness an increasingly important priority for consumers, we dive into the industry and measure consumer sentiment towards the brands involved in helping their customers create and maintain healthy habits.
Each quarter we ask consumers to rank the top 10 health and wellness brands they’ve named in eight category-specific attributes. Here are the main winners, losers and movers this quarter:
Last quarter’s best performing brand across the eight attributes, Adidas, leaves the leaderboard in Q3 because of a dip in Unprompted Brand Recall. The sports apparel brand took three top spots in Q2: for reliability, price and quality of their service channels. And with Adidas leaving the top 10 there’s a new leader in town, Pure Gym. The newcomer takes top spot in five of the eight key attributes: price, quality of service, speed of service, convenient location of branches and being a well-trusted brand. Adidas’s other top spot, for reliability, goes to Nike this quarter.
Nike maintain their high score for producing memorable branding and adverts this quarter.
The only other brand in the top 10 to take a title as the best brand for one of the attributes is Fitbit, who come out on top for offering the most modern technology.
This quarter, Nuffield Health receive the lowest weighted ranking in four attributes: price, convenience, trust and memorable branding. Following closely behind with three last place rankings is WW. Despite undergoing a recent rebrand, the weight-loss brand is deemed to have the poorest quality and speed of service, as well as failing to offer modern technology.
The top three health and wellness brands have their roots firmly planted in the top of the leaderboard quarter on quarter. Boots, Holland & Barrett and NHS each retain their positions from Q2 to Q3. At the other end of the leaderboard, Nuffield Health also retain their 9th place position, despite dropping in Total Brand Equity from 30 to -10 thanks to an NPS that dives into minus figures this quarter.
Fitbit and Nike swap their 4th and 5th place positions, with Fitbit moving up into 4th after doubling their Purchase Intent and Net Promoter Score.
PureGym and WW rejoin the leaderboard this quarter. Both brands dropped out after receiving low Unprompted Brand Recall scores in Q2, but rejoin this quarter thanks to a growing share of mind. Neither brand performed well enough to score above zero for Total Brand Equity, though, so will need to drive up their Purchase Intent and Net Promoter Scores to secure their place in the Q4 leaderboard. Adidas and Vitality are the two brands that lose out to these newcomers in Q3, losing their 8th and 10th place positions. But the Health and Wellness Brand Index leaderboard is known to be changeable which means there’s a strong chance these brands could make a comeback in Q4 if they’re able to improve consumer perceptions over the next three months.
The Full Report
The report includes:
The UK’s leading health and wellness brands for Awareness, Purchase Intent and Net Promoter Score
Overall Brand Strength and Total Brand Equity index
Industry averages and market dynamics
Key takeaways for the UK health and wellness industry
The report is based on a nationally representative survey of 1000 people in the UK (aged 18+), surveyed in January 2019.
Brand Index Methodology
The Attest Brand Index is a platform agnostic measure of a brand’s total brand equity in the health and wellness sector, as determined by real consumers.
What does that mean?
When we say ‘Platform Agnostic’, we mean the results are not influenced by any particular method of collecting them, like looking exclusively at social media mentions or at brand search terms. This reduces bias and gives us a more accurate view of a brand’s strength in their category.
Brand Index data is gathered every quarter from a nationally representative survey to 1,000 UK consumers aged 18-65.
Our in-house marketing team is always scouring the market for the next big thing. This piece has been lovingly crafted by one of our team members.
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