In a year full of setbacks and financial strains, certain superbrands have still achieved sales success.
Is your favourite in the list of the top 10 UK brands?
Let’s break down…
- What are Britain’s top 10 grocery brands?
- The trends driving brand value.
- Opportunities for 2023 business growth.
If you’re looking for more than just a list of Britain’s best-loved brands, you’ve come to the right place.
What are Britain’s top grocery brands?
Drumroll, please.
According to research carried out by NielsenIQ, the brands that added the most value in the year to December 31st 2022 are:
Are you surprised? Here’s how these brands made the top 10…
Cadbury, the highest value British supermarket brand, achieved sales of £1,855.1 million in 2022. This amounted to a gain of +0.2% for the confectionery giant. Meanwhile, Birds Eye managed to hit top 10-worthy sales of £560.8 million, while still netting a loss of -1.5%.
Of the brands that experienced a growth spurt while also hitting high sales, Purina was the most successful.
With growth of 16.6% in 2022, Purina is one of four pet food brands to make it to the top 100. Its nearest successor, Whiskas, sits much further down the list with sales of £187 million.
The trends driving value in the top 10 UK brands
There are some key trends that have helped drive the top 10 UK brands towards success: innovation, healthy eating, affordability, and well-positioned premium offerings.
Innovation
Between Cadbury adding 78 exciting new products to its portfolio, new flavours in Coca-Cola’s classic line-up, and Birds Eye relaunching their forward-thinking plant-based range, innovation played a big part in the success of many of Britain’s favourite brands in 2022.
Like the other trends listed here, it looks like innovation in the food and drink sector is here to stay. So far in 2023, consumers have continued to gravitate more towards eco-friendly products, healthier options, and trending tastes.
Healthy eating
Healthy eating is all the rage right now. Pepsi and Walkers in particular have managed to take advantage of this significant market shift.
Pepsi, which has grown in value by +8.3%, focused its efforts on pushing existing, sugar-free Pepsi Max lines.
Taking a slightly different tack, Walkers launched a new range of low-salt crisps that complies with new HFSS legislation. The line was released in March 2022 and has proven highly successful. By the end of the year, it had made the much-loved snack brand £22.2 million.
Affordability
Throughout the cost-of-living crisis, brands have been caught between rising outgoings and keeping costs down for consumers.
This wasn’t as much of a problem for brands like Birds Eye. Well known for their frozen food lines, they already had a product offering that was both affordable and healthy.
However, not all brands had the benefit of trading in the freezer section. That’s why brands like Warburtons turned to so-called ‘shrinkflation’ and similar tactics. Shrinkflation (or charging the same amount for a smaller product) has become a common method for brands to make their products affordable to produce and to purchase.
Premium
While some brands looked at cutting costs for consumers, others went in the opposite direction.
Purina, which experienced the highest value growth of the top 10 UK brands, pushed its products at a premium price. On average, the price of Purina packets increased by 12% in 2022. The increases were implemented across the brand’s popular entry-level products as well as its new gourmet offering.
This could be seen as a risky strategy. That is, unless your market positioning is on point and your value add is crystal clear.
Opportunities for 2023 business growth
Clearly, successful strategies differ between businesses.
With that in mind…
How can you implement a strategy that will keep consumers coming back to your product?
The answer lies with the people within your business.
Without a strong team of knowledgeable, passionate people, successful strategy delivery simply won’t be achievable. In other words, you’ll need to invest in your talent if you want to see sales that rival the top 10 UK brands.
We can help. Get in touch today for a talent consultation with the consumer product recruitment experts:
Call us: 0333 772 7200
