The Attest Brand Index is a platform agnostic measure of a brand’s total brand equity in the Health & Wellness 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 provides a much more accurate view of a brand’s real strength in any given category, largely by reducing bias.
To determine the Health & Wellness Brand Index, we look at three things:
- Percentage of unprompted brand recall within a named category e.g. ‘Gaming & Gambling’ ‘Travel’ or ‘Entertainment’
- 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. To see our 2019 Health & Wellness Brand Index Report click here.
Each quarter we rank the brands in the top 10 leaderboard based on eight industry-specific attributes. Here are the main points of interest:
- While it's not surprising that Weight Watchers and PureGym depart from the top 10 leaderboard this quarter - Weight Watchers took the lowest weighted ranking in half of the attributes (reliability, price, convenience and trust) in Q1, and PureGym took last place in two (service and memorability of branding) - it is more surprising that Slimming World also left the top 10, having received three top rankings in Q1, for reliability, price and trust.
- This quarter, leaderboard newcomer Adidas does best of the top 10 brands, taking three top spots, for reliability, pricing and the quality of their customer service.
- The poorest performing brand in terms of the eight attributes the brands are ranked for, is another newcomer, Vitality. The health insurance provider bottoms out in terms of reliability, customer service and the convenience of their brand, a particularly poor performance given they operate solely online.
- The Health & Wellness industry seems relatively stable as we move from Q1 into Q2, with four of the top five brands retaining their positions. The top two, Boots and Holland & Barrett, assert their dominance, both driving up their Total Brand Equity scores over the preceding three months.
- The lower half of the table is considerably more prone to change, however, as three brands are replaced. Perhaps as New Years resolutions are met (or forgotten about...) Slimming World and WW drop out of the top 10, as does PureGym. They're replaced by Adidas, Nuffield Health and Vitality, though none score high enough to edge them up the table into competition with the more well-established Health & Wellness brands.
- Bupa significantly alter their fate in Q2, moving up from 10th to 7th position overall, thanks to a rapidly rising NPS, up from -15.4 to 3.1. The health insurance brand experiences the biggest overall shift in position of the top 10 brands.
The Full Report
The 2019 Health & Wellness Brand Industry Report includes:
- The UK's leading Health & 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 & Wellness industry
This report is based on a nationally representative survey of 1000 people in the UK (aged 18+), surveyed in Q1 2019.