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.
To determine the Snacks Brand Index, we look at three things:
Percentage of unprompted brand recall within a named category e.g. ‘Entertainment’, ‘Technology’ or ‘Fashion’
How likely a person is to purchase your particular brand (purchase intent)
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.
There was no movement in the top four brand: this is an industry where stalwarts have strongholds that show no sign of shifting. Walkers, Cadbury, Pringles and Doritos remained as the UK’s most powerful snack brands.
What’s more, all four increased their overall brand equity, showing they are only going from strength to strength.
Despite this stability at the top of the table, the bottom half of the top 10 was surprisingly fluid, with two newcomers. Kit Kat snatched 9th place, and Jacob’s came in at 10th. Although there’s been significant coverage of the rise of healthy living in the news, it seems that in the world of snacks, it is still crisps, chocolate, and biscuits that perform best. KP and Jacob’s are the only two brand whose primary offering doesn’t fall into one of these categories.
To make room for the newcomers, it was Kettle Chips and Snack-a-Jacks who tumbled. Both dropped out of this quarter’s table showing that beyond the dominant players, there’s significant potential to trade on share of mind.
The snack brand that people are most likely to be buying again and again is, understandably, Cadbury. Not only are they a delicious staple, and a national treasure, but the run up to Christmas is their time to shine. Their Christmas selection box, Roses, launched its first advert in 20 years recently, and it’s clear that Cadbury are doing all the right things when it comes to ensuring people will choose them.
Purchase Intent was high across the board, with Snickers scoring lowest at 61.9%.
Cadbury are also the best-liked brand in the index, scoring 69.1 for NPS. This was slightly down on last quarter, from 75.6. By far the most noticeable dip, though, was KP’s NPS score. The nuts brand scored 71.4 on this metric in Q3, but this has since lowered to 31.8.
Apart from that, all NPS scores were on the rise: the snack industry is one that Britain is very fond of.
Here is how people described the Snacks brands that came top of mind during unprompted brand recall:
The 2018 Snacks Industry Brands Report
The full 2018 report includes:
The UK’s leading Snacks brands for Awareness, Purchase Intent and Net Promoter Score from the start of the year, so you can compare where shifts have occurred over time
Industry-wide averages and market dynamics
Key takeaways for the UK Snacks industry
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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