Snacks brand index 2018 Q2

Which snack brands are winning the war for consumers' attention and admiration? Check out our latest Snacks Brand Index to find out.

Please note: This is not the most recent brand index. If you’re right where you want to be, read on. If you’re looking for the latest data, click here for our most recent brand indexes

The Attest brand index is a platform agnostic measure of a brand’s total brand equity in the snacks sector, as determined by real consumers.

What do we mean by ‘platform agnostic’? We mean the results are not influenced by any particular method of obtaining them, such as looking only at social media mentions, or brand search terms. This reduces bias and provides a much more accurate view of a brand’s strength in any given category.

Learn more about why we believe this is the best methodology for brand intelligence.

To determine the snacks brand index, we look at three things.

  1. Percentage of unprompted brand recall within a named category e.g. ‘gaming & gambling’ ‘travel’ or ‘entertainment’
  2. How likely a person is to purchase your particular brand (purchase intent)
  3. How likely a person is to recommend your brand (Net Promoter Score)

Our data is gathered every quarter from an online survey sent to a nationally representative panel of 1,000 UK consumers aged 18-65. To see our 2018 Q1 Snacks Brand Index click here. 

Top 10 snacks brand leaders by unprompted brand recall, ranked by total brand equity

  1. Walkers
  2. Cadbury
  3. Pringles
  4. Doritos
  5. Mars
  6. Kit Kat
  7. Snickers
  8. McCoy’s
  9. McVitie’s
  10. KP Snacks

Key findings

102 different brands were named, up just one from the 2018 Q1 snacks brand index where 101 brands were named. This is indicative of the stability of this industry in general, with most metrics changing only slightly over the three month period from Q1 2018.

A brand needed 1.4% of unprompted brand recall to be in the top 10 brands named.


Within the top brands mapped in the snacks brand index, the average brand strength score is high, at 117.52. Cadbury has the strongest brand at 169.86, while KP Snacks has the weakest, with a strength score of 35.71.

On the whole, average brand strength is up just marginally, from 113 in Q1.


The average total brand equity score within the top 10 is an impressive 816.00, this time with Walkers leading the way, with a score of 4750.00 thanks to its domineering unprompted brand recall of 39.50%. KP Snacks once again bottoms out of our top 10 for total brand equity, with a score of 50.00.

The overall snacks industry Net Promoter Score is 50.5%, up from 48.9% last quarter. The most frequently recalled brands are considered even more positively, with average NPS among the top 10 brands of 52.57%.

Here is how people described the snacks brands that came top of mind during unprompted brand recall:


The full report

The report includes:

  • The UK’s leading snacks 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 snacks industry

This report is based on a nationally representative survey of 1000 people in the UK (aged 18+), surveyed between 26th March 2018 – 27th March 2018.


Content Team 

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. Attest's platform makes gathering consumer data as simple and actionable as possible.

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