Buyer recommendation of Top grocery brands - Who is Number 1?

At the request of one of our brand partners, we are stepping into the world of FMCG brand tracking. We are going to research some of the top brands in the UK and find out what shoppers think of them in terms of buyer recommendation, and the results may surprise you. 

These are the brands we included were:

NB All these brands are "Top" brands in the UK. They were chosen after shoppers selected ones they bought regularly from a long list of brands to ensure a significant number of responses for every brand. As a result, this list's "bottom" performers are still amongst the most frequently bought and top recommended brands in the UK.

What research did we do?

We asked over 2,000 grocery shoppers about the brands they bought and are familiar with. They could select up to 5 brands from 20 that they were familiar with and let us know how recently they had purchased products from that brand. We then chose respondents at random who were all regular buyers of the brand to answer questions on that brand, giving us between 289 and 528 responses per brand across the 15 featured brands. 

Shoppers were asked the following key questions alongside other demographic and shopping habits ones:

Q. How likely are you to recommend this brand to friends or family?
A. Scale of 1-10

Q. Please tick as many as appropriate:
A. This is my favourite brand - Y/N
A. I am loyal to this brand - Y/N
A. I like what this brand stands for - Y/N

The data in our survey is unique in brand tracking surveys, as it only contains responses from actual brand buyers, i.e., their usage experience, and not the subjective views of non-buyers. This methodology gives much greater credence to the results.

Which brands came out on top amongst shoppers?

Before we started this research, we discussed which brands we thought would come out top as a team. From the list, Coke and Pepsi seemed obvious contenders to us. However, with plenty of household names to choose from, it wasn't clear if Walkers, Kellogg, or Heinz would come top. 

So let's settle this straight away: When looking at how likely shoppers were to recommend this brand to friends and family, the rankings were:

So the winner is Fairy, the most recommended brand in the UK, just ahead of Pepsi with 75% and 74%  Top 2 Boxes, respectively. Next up comes Comfort and McVities, both at 71%. Not forgetting that all the brands featured scored a very strong over 50% Top boxes and will all, therefore be amongst the UK's top grocery brands.

Looking instead at the percent of buyers who ranked the brands in the Bottom three boxes, Heinz stands out at 8%. The comments given by buyers (see more for each brand below) help us understand what is driving this, with some comments about being pricey.

What about across Gender and Age?

The first thing to note about the Gender differences below is the overall lower recommendation level for men, a full 12% lower than for women. We are unsure what this says about men's and women's attitudes to supermarket shopping or making recommendations generally, but it is significant. Hence, rankings are best for comparing the two.

The rankings show that many brands are quite similar. The standouts are McCain and Coca-Cola, which rank much higher than Men's and Comfort and Pringles, which rank higher among women. 

We divided our respondents into two Age groups: those under 45 and those over 45. The good news for Kinder and Coca-Cola is that they do better with the younger generation. However, it is not such good news for Walkers, Warburtons, and Comfort, which do much better among older shoppers in terms of recommendation. This is a concern for their market share going forward.

Favourites, loyalty and affinity

We asked users three specific questions about their relationship with each brand. The first was agreeing to "This is my favourite brand". We were after #1 here amongst users, then about their acknowledged loyalty to the brand, taken to mean how frequently they choose to buy this brand vs competitors and finally ", I like what this brand stands for". This is the affinity question; in other words, how close do they feel to the brand emotionally?

The first two questions correlate well with the Top 2 Box recommendation question. This shows that any similar question can describe this area, and no specific type of question stands out as better. The Affinity question clearly had a different meaning for shoppers.

Fairy and Warburtons still do very well on Affinity, but Yeo Valley, the organic dairy brand, suddenly rises to the top. On the other hand, Coca-Cola and Pepsi were firmly in 2nd and 3rd, dropping dramatically to 14th and 15th. This could be expressed as: "I like you, but I don't want to be like you". For us, this would be a concern if we were involved in these brands as it would imply that their loyalty could quickly disappear if there were, for example, a change to the taste.

What did they say about their favourite brands?

Regular buyers were asked to comment about their last purchase experience without further direction. AI and human analysis have combined to summarise the average of 200 comments per brand. 

Coca-Cola

• Consistently loved for its taste and quality. Many customers express that Coca-Cola is their go-to drink for its signature flavour. For example: "Love it."
• Trusted and reliable brand. Consumers associate it with a brand that always delivers the same high quality. For example: "You know what you are getting with it."
• Versatile options. People appreciate the varieties available, allowing them to enjoy Coca-Cola in different settings. For example: "A great refreshing drink. A variety of options for all tastes."

Comfort

• Highly rated for quality and effectiveness. Customers frequently mention its ability to keep clothes soft and smelling fresh. For example: "Comfort is the best fabric conditioner."
• Widely recommended for its superior performance. It stands out in its category as a top choice for many users. For example: "I wouldn't buy any other brand."
• A pleasant fragrance is a standout feature. The scent is often cited as a key reason for preference. For example: "Love the smell; it lingers for days!"

Fairy

• Highly praised for cleaning power. Users love its effectiveness in cutting through grease and dirt. For example: "Best washing up liquid ever."
• Cost-effective with high performance. Many note that only a small amount is needed, making it last longer. For example: "A little goes a long way."
• Trusted household brand. Customers view Fairy as a reliable choice for their kitchens. For example: "Always a great product; never disappoints."

Heinz

• There are mixed reviews on pricing. While many like the product's quality, there is consistent feedback that it is perceived as expensive. For example: "Good, but too pricey."
• Known for its quality and reliability. Heinz is seen as a brand that maintains high standards. For example: "You can’t go wrong with Heinz."
• Classic taste is a strong positive. The familiar flavour profile is a key factor for its loyal customer base. For example: "Tastes like my childhood."

Kellogg

• High-quality cereals with strong brand trust. Customers associate Kellogg's with reliable quality in breakfast cereals. For example: "Always a good start to my morning."
• Tasty but considered premium. Many users love the taste but often mention the cost as a deterrent. For example: "Great tasting cereals, but a bit on the expensive side."
• Innovative product range. Customers appreciate the variety and innovation in new cereal types. For example: "They always come up with something new."

Kinder

• Delicious taste is a top selling point. Consumers love the unique creamy flavor of Kinder products. For example: "So smooth and delicious!"
• Premium product with a price to match. The high cost is a recurring theme in the comments. For example: "I love them, but they are expensive."
• Nostalgia factor. People often connect Kinder products to fond childhood memories. For example: "Reminds me of when I was young."

McCain

• Good value for money. McCain products are often cited as reasonably priced for the quality they offer. For example: "Good products at reasonable cost."
• Well-known for high-quality frozen foods. Customers trust McCain for consistently good frozen options. For example: "McCain always delivers quality."
• Popular for family meals. The brand is seen as a staple for easy-to-make, family-friendly foods. For example: "A go-to for quick family dinners."

McVitie's

• Beloved for their biscuits. Customers rave about the unique flavor and texture of McVitie's biscuits. For example: "Great biscuits, always hit the spot."
• Variety and tradition. Many see it as a traditional brand that offers a broad range of biscuit options. For example: "So many types to choose from."
• Perfect for snacks and tea time. McVitie's is a staple in many homes for accompanying tea or as a quick snack. For example: "Best with a cup of tea."

Mr Kipling

• Renowned for their tasty cakes. The deliciousness of Mr Kipling's cakes is frequently mentioned. For example: "Always tasty and just the right size."
• Quality and consistency are key drivers. Consumers know what to expect and are rarely disappointed. For example: "Mr Kipling never lets you down."
• Nostalgic association. Many people associate the brand with special treats from childhood. For example: "Takes me back to tea parties when I was young."

Muller

• A diverse range of products. Muller is praised for offering a wide variety of dairy options. For example: "Great range of yogurts and snacks."
• Loved the taste and texture. The taste and creamy texture are often highlighted. For example: "Always delicious and smooth."
• Seen as a healthy choice. Many associate Muller with nutritious snacks. For example: "Great tasting and healthy."

Pepsi

• Popular for its taste. Customers frequently highlight the refreshing flavour. For example: "Love the taste; better than the competition."
• Strong brand loyalty. Many users are long-time fans. For example: "I always choose Pepsi."
• Seen as a good alternative to other colas. It’s often considered a viable competitor to other popular cola brands. For example: "Good alternative to Coca-Cola."

Pringles

• Highly addictive snack. People often mention how easy it is to finish a whole can. For example: "Once you pop you can’t stop."
• Unique texture and flavour. The crispiness and strong flavours are standout features. For example: "Love the crunch!"
• Widely considered a premium snack. Customers view it as a treat compared to regular crisps. For example: "Pricy but worth it."

Walkers

• Top choice for crisps. Walkers is seen as a leader in the crisp market. For example: "Great crisps; always my favourite."
• Loved the range of flavours. The brand’s broad selection keeps consumers coming back. For example: "There’s a flavour for everyone."
• High-quality, fresh taste. Customers appreciate the consistent freshness. For example: "Always fresh and crispy."

Warburtons

• Great reputation for bread products. Warburtons is known for its soft and fresh bread. For example: "Always a great loaf."
• Consistently fresh and high quality. Many customers comment on the freshness of the bread. For example: "Stays fresher longer."
• Widely used for sandwiches. The bread’s texture makes it ideal for sandwiches. For example: "Perfect for a sandwich."

Yeo Valley

• Sustainable and ethical brand. Consumers appreciate its focus on organic and sustainable practices. For example: "Quality, sustainable, and trusted."
• Great range of dairy products. Yeo Valley is known for offering a variety of yogurts and other dairy items. For example: "Love their yogurt and butter."
• Tasty and high-quality. Many note the brand’s delicious taste. For example: "Very tasty and wholesome."

In Conclusion

Our research uncovered some surprising insights into shopper recommendations of top UK brands. Contrary to our initial expectations, Fairy emerged as the most recommended brand, surpassing Pepsi with 75% and 74% top ratings, respectively. Comfort and McVitie's also performed strongly, each securing 71% in top recommendations. Interestingly, while all featured brands scored over 50% in top ratings, Heinz stood out with a higher percentage of buyers ranking it in the bottom three boxes, partly due to perceptions of it being high priced.

Gender and age differences were notable, too; women were generally more likely to recommend brands than men, and younger shoppers showed a stronger preference for brands like Kinder and Coca-Cola, while older shoppers favoured Walkers, Warburtons, and Comfort.

These findings highlight the importance of understanding actual brand buyers' perceptions to inform marketing strategies effectively. Brands like Coca-Cola and Pepsi need to address the gap in brand affinity, as their lower scores suggest potential vulnerability to shifts in consumer loyalty. For brands popular among older shoppers, attracting younger demographics could be crucial for sustaining future market share.

At CheckoutSmart, we are experts in conducting in-depth consumer research like this to help brands gain actionable insights. We can provide tailored research solutions to meet your needs if you want to understand your customers better and enhance your brand's position.