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.
To compile this quarter’s Health & Wellness Brand Index below, we looked at three things:
How likely a person is to remember a brand in the health & wellness category without any prompting (unprompted brand recall)
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
As the colder weather starts making an appearance, and we get closer to a new set of New Year’s resolutions, health is as important as ever. With colder, darker nights comes a stronger urge to curl up on the sofa, forgetting our exercise regimes in the process, and people need that extra kick from a great health brand to get them going again. And when the latest bug starts flying around, we rely on our favourite health brands to keep us ticking along, with medicines, vitamins, or healthcare when we really need it.
Each quarter we ask consumers to rank the top 10 health and wellness brands they’ve recalled in eight category-specific attributes. Here are the main winners, losers and movers this quarter:
Newcomer Seven Seas have stormed into the leaderboard this quarter, and have scored three first place rankings – UK consumers thought they were the most reliable, most convenient, and most trustworthy brand of any in the top 10. They’ve knocked Nike out of the top spot for reliability, and nabbed the other two titles from PureGym.
Other newcomer Vitality didn’t have such a great quarter, despite making it onto the leaderboard. They were ranked worst for price and convenience.
Nike have fallen significantly from Q3 to Q4. Last quarter they avoided any last place rankings, and this quarter they’ve picked up three, for reliability, quality of service, and brand trust. Despite that, they’ve maintained their first place spot for having memorable branding and ads. Other brands that have held onto their positions are PureGym, first place for speed of service and price; Fitbit, first place for having the latest technology; and Nuffield Health, last place for memorable branding.
Though they’ve held onto two titles, PureGym have lost their highest weighted rankings for quality of service, convenience, and brand trust this quarter.
Once again, the top three on the leaderboard have held onto their positions, not budging an inch between quarters – Boots, Holland & Barrett and NHS all keep their positions, with impressive unprompted recall and total brand equity scores. No other brands have managed to stay in the same spot in Q4.
Only one brand has climbed in the rankings this quarter – PureGym have hopped up one place, from 7th in Q3 to 6th in Q4. This is thanks to a slight increase in unprompted recall and an improvement in total brand equity.
Several brands have dropped one spot, thanks to slight changes in their key metrics. Fitbit has dropped from 4th to 5th, Bupa from 7th to 6th, and Nuffield Health from 9th to 10th. Nike have seen the most significant drop, falling from 5th to 9th.
The top 10 welcome two newcomers this quarter. Vitality have returned in 7th place after dropping off the leaderboard in Q2, and Seven Seas have flown into 4th place, with an admirable purchase intent score and the highest NPS on the board. They’ve pushed out Vitabiotics and WW from the top 10, who came in 7th and 10th respectively in Q3.
With winter incoming, the board has had a shake-up – there’s a small shift in focus from activewear, diet, and exercise to medicine, doctors, and pharmacy as flu season creeps closer.
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.
Senior Content Marketing Executive
Taylor’s bread and butter is creating value-adding content in all of its forms. She’s a bit of a tech geek, gets hyped about marketing science, and will rarely be sighted without a cup of tea in hand. She’s also Coeliac - so make that bread and butter gluten-free.