Cadbury, Robinsons, and Colgate are the most-considered brands in the UK in their respective categories, according to YouGov’s new 2023 FMCG rankings report which reveals the most-considered food, beverage, and personal care brands around the world.
The new rankings report, created against a backdrop of economic slowdown and accelerating global inflation, uses YouGov BrandIndex to offer a benchmark for FMCG brands across 18 key international markets to evaluate their positions in the context of consumer consideration. Every day, consumers are asked: “When you are in the market next to make a purchase, which brands would you consider?” The consideration score for each brand is derived from the answers to this question.
Food
In the UK’s ‘Food’ category, Cadbury are the highest performing brand with a score of 57.3, with Birds Eye (42.1) and Walkers (41.4) in 2nd and 3rd place respectively. The rankings report also reveals the top improvers for the year, with Richmond (+1.4) seeing the biggest gains, closely followed by Haribo (+1.3).
Beverages
In the ‘Beverages’ category, Robinsons are the best performing brand in the UK with a score of 33.6. Also performing well and finding themselves in the top 5 are Ribena (25.7), San Pellegrino (24.5), Pepsi Max (22.2), and Highland Spring (22.0).
Among the brands that saw the most improvement in their consideration score, San Pellegrino came in 1st place, with Coca-Cola Zero (+2.1), Evian (+1.9), Pepsi Max (+1.7), and Sprite (+1.6) also featuring in the top 5.
Personal care
In the UK ‘Personal care’ category, Colgate are the most-considered brand, scoring 43.0, some 7.9 points ahead of second-place Dove (35.1). Nivea, who are 4th place overall in terms of consideration (30.0), topped the rankings in terms of improvement (2.1+). Other brands who see their scores increase included Charlotte Tilbury ((+1.3) and WaterWipes (+1.2).
