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How digitally mature are fmcg brands in 2019?
BrandMaturity RankScore %Sales RankMobileSpeedSearchCTAContent EcommerceEmailSocialVideoData ProtectionApp
Alpro 1 77.0 34 10 7 9 8 10 3 5 10.0 10 5 0
Weight Watchers 2 75.8 93 10 4.5 9 2 8 10 5 9.8 7.5 5 5
Cadbury 3 74.3 1 10 0 7.5 6 8 10 5 8.8 9 5 5
Twinings 4 73.3 77 10 3.5 9 6 8 10 5 9.3 7.5 5 0
Coca-cola 5 71.0 2 10 0 9 8 10 0 8 9.5 6.5 5 5
Arla 6 70.0 22 10 1.5 7 6 8 10 0 8.5 9 5 5
Red Bull 6 70.0 20 10 3 8.5 6 8 0 5 10.0 9.5 5 5
Lindt 8 69.3 28 10 0 7.5 6 6 10 7 8.8 6.5 5 2.5
Tassimo 9 68.8 96 10 2 7.5 8 10 10 7 4.3 5 5 0
Pedigree 10 68.0 33 10 5 8.5 4 8 3 10 3.5 6 5 5
Purina 10 68.0 8 10 0 8.5 10 8 0 7 8.5 6 5 5
Thorntons 12 67.5 79 10 0 9 6 8 10 7 7.0 5.5 5 0
Kelloggs 13 67.0 9 10 3 8.5 6 8 2 7 6.5 6 5 5
Heinz 14 65.0 5 10 0 9 8 10 3 0 9.0 6 5 5
Dr Oetker 15 64.3 92 10 4 4.5 6 8 0 7 8.8 6 5 5
Yeo Valley 16 63.8 50 10 4 4.5 6 10 3 5 8.8 7.5 5 0
Whiskas 17 63.0 43 10 6 6.5 4 6 3 10 3.0 7 5 2.5
Nescafe 18 62.8 13 10 2.5 6.5 8 6 5 0 8.8 6 5 5
Lucozade 19 61.5 14 10 4.5 3 8 4 10 0 8.0 6.5 2.5 5
Ben & Jerry's 19 61.5 80 10 3 9 4 8 3 0 10.0 9.5 5 0
Persil 21 60.0 31 10 3 8 8 8 3 0 5.5 4.5 5 5
Danone 22 59.5 21 10 0 4.5 8 8 3 0 9.5 6.5 5 5
Nestle 22 59.5 3 10 0 6 8 8 3 0 10.0 4.5 5 5
Magnum 24 59.3 44 10 0 7.5 6 6 3 7 6.8 8 5 0
Warburtons 25 58.5 6 10 2 4.5 6 6 3 7 9.0 6 5 0
Hellmann's 26 57.8 81 10 0 8 10 8 0 5 6.3 5.5 5 0
Ariel 27 57.5 45 10 2.5 7.5 8 8 3 5 2.0 6.5 5 0
Weetabix 27 57.5 32 10 5.5 4 8 4 3 0 9.0 4 5 5
Pizza Express 27 57.5 74 10 0 6 4 6 0 7 9.5 5 5 5
Quorn 30 57.3 46 10 0.5 8 6 10 0 0 9.3 8.5 5 0
PG Tips 31 56.3 72 10 3 4.5 6 8 3 5 6.8 5 5 0
Innocent 31 56.3 25 10 2 7.5 4 8 0 0 9.8 7.5 5 2.5
Yorkshire Tea 31 56.3 100 10 4 3.5 6 8 0 5 7.3 7.5 5 0
Pepsi Cola 34 56.0 10 10 6 4 6 2 0 0 9.5 8.5 5 5
Duracell 35 55.3 67 10 0 3 6 8 3 0 7.8 7.5 5 5
Lenor 36 52.0 55 10 0 2.5 8 10 3 5 1.5 7 5 0
Quaker 36 52.0 59 10 5 4.5 4 6 0 0 6.0 6.5 5 5
Birds Eye 38 51.8 11 10 3.5 6 4 6 3 0 8.8 5.5 5 0
Ribena 39 51.5 52 10 0 3.5 6 6 10 0 8.0 5.5 2.5 0
Walkers 39 51.5 4 10 4 8 8 2 0 0 5.5 9 5 0
McCain 41 51.3 18 10 2 3 8 6 0 0 8.3 4 5 5
Young's Seafood 42 50.8 37 10 3.5 4 4 8 3 0 6.8 6.5 5 0
Lurpak 43 50.5 19 10 0 3 4 8 3 5 6.0 6.5 5 0
Pringles 44 50.3 41 10 0 5 8 2 0 5 6.3 6.5 2.5 5
Aunt Bessie's 45 48.5 54 5 0 0.5 6 8 3 7 7.5 9 2.5 0
Haribo 46 48.0 38 10 0 4.5 6 6 0 0 5.5 6 5 5
Pot Noodle 47 47.8 86 10 6 1.5 4 8 0 0 6.3 7 5 0
Highland Spring 48 46.8 73 10 0 0.5 6 8 0 5 7.8 4.5 5 0
Richmond 49 46.3 65 10 7 0 4 6 3 0 2.8 8.5 5 0
McVitie's 49 46.3 12 10 8 3 2 4 3 0 7.3 4 5 0
Doritos 51 45.3 36 10 6 4.5 6 2 0 0 7.3 7 2.5 0
Rowntrees 52 45.0 94 10 5 2 8 4 3 0 3.5 4.5 5 0
Rustlers 53 44.8 99 10 0 1 4 4 3 7 5.8 5 5 0
Princes 53 44.8 53 10 0 4.5 4 6 0 8 2.3 5 5 0
Chicago Town 55 43.8 71 10 3.5 0 4 4 3 5 6.3 3 5 0
John West 55 43.8 40 0 2 3 6 8 2 8 4.8 5 5 0
Air Wick 57 43.5 83 10 0.5 6 4 6 3 0 2.0 7 5 0
Dolmio 57 43.5 68 10 0 2 8 6 3 0 3.0 6.5 5 0
Napolina 57 43.5 61 10 5 0.5 6 10 0 0 2.0 7.5 2.5 0
Flora 57 43.5 56 10 0 3.5 6 8 0 0 5.5 5.5 5 0
Kingsmill 61 43.3 26 10 5 0 8 6 3 0 3.3 3 5 0
Old El Paso 62 42.5 91 10 0 6.5 4 6 0 0 4.5 6.5 5 0
Finish 63 42.0 62 10 0 6 6 4 3 0 2.5 5.5 5 0
Muller  63 42.0 7 10 0 3 6 8 0 0 8.5 4 2.5 0
Hovis 65 41.8 17 10 0.5 2.5 8 4 0 0 6.8 5 5 0
Tropicana 66 40.8 30 10 0 3.5 8 4 0 0 5.8 4.5 5 0
Ferrero 67 40.5 90 10 0 3 6 10 0 0 4.0 5 2.5 0
Buxton 68 40.3 82 10 0 1 6 10 3 0 1.8 3.5 5 0
Mars 69 39.5 85 10 7 1 4 4 0 0 7.0 4 2.5 0
Surf 70 39.0 87 10 0 3 6 6 3 0 3.0 3 5 0
Evian 70 39.0 49 10 0 3 0 6 0 0 7.0 8 5 0
Robinsons 70 39.0 27 10 0 1.5 8 4 0 0 5.5 5 5 0
Kinder 73 38.3 39 10 0.5 4.5 2 6 0 0 4.3 6 5 0
Kleenex 74 38.0 75 10 0 0 6 6 3 0 5.0 3 5 0
Mr Kipling 75 37.0 51 10 0 0.5 8 4 0 0 6.0 6 2.5 0
Andrex 76 36.8 15 10 0 0 4 6 3 0 3.8 5 5 0
Kenco 77 36.5 58 10 0 0.5 8 6 0 0 3.0 6.5 2.5 0
Ginsters 78 36.3 84 5 0 1.5 4 6 3 0 7.8 4 5 0
Anchor 79 35.0 69 10 4.5 0 2 8 0 0 3.0 5 2.5 0
Irn-Bru 80 34.3 76 10 0 2.5 2 4 0 0 6.8 6.5 2.5 0
Uncle Ben's 81 34.0 42 10 0 0.5 2 6 3 0 2.5 5 5 0
Cathedral City 82 33.5 23 10 5 0 4 6 0 0 3.5 0 5 0
Comfort 83 32.5 35 10 0 3.5 4 4 3 0 3.0 0 5 0
Schweppes 84 32.0 70 10 3 0 4 4 0 0 5.0 3.5 0 2.5
Dairylea 85 31.8 64 3 6 0 4 6 0 0 2.8 5 5 0
Galaxy 85 31.8 29 10 0 1 4 2 0 0 5.3 4.5 5 0
McCoy's 87 30.3 63 10 3 0 2 4 0 0 3.8 5 2.5 0
Hula Hoops 88 30.0 88 10 1 0 2 4 3 0 3.0 4.5 2.5 0
Batchelors 89 21.5 60 5 6 0 4 4 0 0 0.0 0 2.5 0
Bisto 90 19.5 57 0 6 0 6 4 0 0 0.0 1 2.5 0
Kettle Foods 91 15.8 89 0 0 1.5 0 0 0 0 8.3 6 0 0
Fanta 92 15.5 48 0 0 0 0 0 0 0 6.5 9 0 0
Fairy 93 15.3 16 0 0 0 0 0 0 10 1.8 3.5 0 0
Wrigley's 94 14.8 24 0 0 0 0 0 0 0 8.8 6 0 0
Dr Pepper 95 13.8 98 0 0 0 0 0 0 0 3.3 5.5 0 5
Volvic 96 13.5 47 0 0 0 0 0 0 0 5.5 5.5 0 2.5
Bold 97 10.0 78 0 0 0 0 0 0 10 0.0 0 0 0
Maynards Bassetts 98 8.5 66 0 0 0 0 0 0 0 3.0 5.5 0 0
Celebrations 99 1.3 97 0 0 0 0 0 0 0 1.3 0 0 0
Regina 100 0.0 95 0 0 0 0 0 0 0 0.0 0 0 0

Source: Kagool 

To measure the digital maturity of brands, Kagool used the 100 leading fmcg brands compiled in The Grocer / Nielsen Biggest Brands Survey 2018. It measured  key metrics in 11 core aspects of these organisations’ digital marketing activity and were able to calculate an overall digital maturity score (%). For further details about the research methodology, please see https://info.bekagool.com/fmcg or get in touch at info@bekagool.com or @bekagool on Twitter.