HEALTHY EATING AND INDULGENCE DRIVES GROWTH OF BRITAIN’S BIGGEST BRANDS
Results from the TNS Worldpanel Biggest Brands Survey for Marketing magazine
August 16 2006. London, UK. The results of TNS Worldpanel’s annual Biggest Brands survey for Marketing magazine, tracking take-home grocery brand sales*, published today, show significant growth for both healthy eating and indulgence brands across the grocery market. Kelloggs tops this year’s biggest brands list with sales of up to £535 million. Heinz, Cadbury confectionary, Walkers crisps and Birds Eye complete the top five biggest brands in Britain.
Health and wellbeing are proving to be increasingly important to consumers, demonstrated by the success of brands such as Warburtons and Danone, which posted sales growth of 17 per cent and 21 per cent respectively in the past year. With health remaining the fastest growing motivator behind the food choices we make, these brands, along with the likes of Hovis (+14 per cent) and Flora (+ 20 per cent) have benefited from promoting a wholesome, healthy image.
Edward Garner, research director, TNS Worldpanel explains that despite healthy intentions, indulgence is equally important to consumers: “We have adopted a credit-debit approach to the way we eat and drink. The healthy eating messages are getting through and we are choosing more wholesome foods, but feel the need to then reward our good behaviour with a treat, such as a glass of wine or some chocolate.
“Convenience is still a factor in our food choices, but it is less noticeable. Retailers and manufacturers have taken on board the need for convenience in our cash rich/time poor society and most products are developed with this in mind.”
Craig Smith, editor of Marketing, emphasises that the survey also highlights best marketing practice as well as overall consumer trends: “As ever, the annual Biggest Brands survey has thrown up some intriguing performances including most noticeably a rise in sales for the prominent bread brands, namely Hovis and Warburton’s. The success of these brands not only comes from consumer trends towards health and premium products, but also from their commitment to new product development and innovation. That overall bread sales have grown by 9% is driven by the marketing approach of these brands, especially impressive given that this rise comes in a staple food category that is already bought by most UK households.”
The fastest growing categories in the past year have been fruit & vegetables and confectionery – highlighting once again, the balance between health and reward. Alcohol is still the biggest market, worth £8.4 billion, but has remained static in the last year