Every quarter we survey British consumers on their brand awareness and preferences in relation to the snacks industry. Our latest insights into this industry are detailed in this article. However, 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 Snacks Brand Index Report, click below:
To compile this quarter’s Snacks Brand Index below, we looked at three things:
- Percentage of unprompted brand recall within the snacks 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
Europe’s in the midst of a heatwave, with record temperatures recorded in France and a second spike predicted for the UK later this month. While this is good news for sun seekers, there’s one thing that doesn’t survive the heat so well… chocolate. Will UK consumers be turning to other snacks to satisfy their cravings in the hot weather, or will they make do with messy chocolate bars, unable to give up their sugar hit?
Each quarter we ask consumers to rank the top 10 snack brands they’ve named in eight category-specific attributes. Here are the main winners, losers and movers this quarter:
- The biggest winners across the eight attributes are two of the newcomers to the leaderboard. Nakd and Kettle both take the highest weighted ranking in three of the attributes. Nakd take the title as the snack brand offering the most nutritional value, with the most sustainable packaging, and tie for first place as a brand that fails to get boring over time. Kettle also tie for this title, as well as being ranked the best tasting snack brand and offering the best price in the market.
- These two brands steal the limelight from KP who received the highest weighted ranking in four categories in Q2 (for taste, remaining interesting over time, offering memorable branding and sustainable packaging). This quarter KP receive no first place positions, in fact they rank last for taste and sustainable packaging.
- The third new brand in the leaderboard fares less well. Kellogg’s receives last place positions for remaining interesting over time and offering products that can be easily consumed on the go.
- The crown for the most memorable branding goes to Snickers this quarter. Inviting a range of world-famous stars into their adverts, culminating in Elton John’s appearance last year, it’s of little surprise that the chocolate bar brand fares so well in this category. They’re also voted as the easiest brand to consume on the go, giving them two first place positions, a big improvement on the perception of the brand in Q2 when they received no titles.
- Just one brand retains their position in the leaderboard from Q2 to Q3. It’s the undeniable king of snacks, Walkers. The crisps brand further extend their lead on the competition, increasing their Total Brand Equity from 3490 to 4550. While their Purchase Intent dropped marginally, the rise in Unprompted Brand Recall and NPS was enough to secure this overall increase, putting them even further ahead of the next closest competitor, Pringles, who have a Total Brand Equity of 550 this quarter.
- There are three newcomers to the leaderboard: Kettle in 6th place, Nakd in 7th and Kellogg’s ranking in joint 8th. These brands push Graze, McVitie’s and Snack a Jacks from the top 10.
- This quarter’s biggest upwards mover is Mars, who jump from 9th place in Q2 to 5th place this quarter. They significantly improved all key metrics, with a special mention to their NPS which soared from 12.5 to 45.8.
- The biggest downwards mover is KP, whose Total Brand Equity slipped from 230 (giving them 5th place in Q2) to just 50 (leaving them in 10th spot in Q3). The most significant drop is in the NPS metric, where their favorability was slashed from 50 down to just 7.7. With so many newcomers to the leaderboard this quarter, KP will need to work to drive up their 1.3% recall and dwindling Net Promoter Score if they’re to remain relevant in Q4.
The Full Report
The report includes:
- The UK’s leading snack 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
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 Snacks 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 obtaining them, like looking exclusively at social media mentions or at brand search terms. This reduces bias and gives us a much 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.