How healthy are the country’s most successful grocery brands? That’s the question we set out to answer in this year’s Britain’s Biggest Brands report, which is online now in all its glory.
Our query comes amid increased pressure on brands to be more virtuous – whether through regulation, shareholder action or consumer preference.
Looking at the top 100, the picture is far from straightforward. Yes, the highest volume gains belong to health-led brands. Greek strained yoghurt Fage, for example, has registered a 37.4% surge in units; sushi specialist Yo has made its top 100 debut on the back of a 24.8% increase in pack sales.
Among the fastest-growing challengers, the influence of health is also evident. Artisanal bakery Jason’s Sourdough and healthy Asian cuisine player Itsu are just two of the smaller names vying for a top 100 slot.
But drill deep into this year’s sales and you’ll see Britain’s relationship with health is complex. Take Red Bull and Monster. They’re the fastest-growing brands by absolute value in our top 100, having added a combined £267.6m. Although these energy drink powerhouses make sugar-free lines, they wouldn’t fall under most people’s definition of healthy.
Meanwhile, Cadbury is still comfortably at the helm of Britain’s Biggest Brands, having added £99.8m. Granted, that’s against falling volumes – a pattern that’s played out among other chocolate brands such as Galaxy and Lindt.
But that decline in demand likely reflects consumer wariness of price rises rather than health concerns. After all, Maltesers has managed to grow volumes after implementing smaller price rises than its rivals.
The conclusion has to be that health is a driver of sales – but not exclusively so. There’s no doubt Brits are becoming more aware of nutritional content both good and bad – from protein and probiotics to saturated fat and added sugar.
However, as high-profile investor & former Vita Coco boss Giles Brook puts it: “Not all shoppers want their favourites reformulated.” Some brands exist purely for indulgence, and that desire for a treat isn’t going anywhere.
So arguably, the most important measure of health isn’t calories or ingredient lists. It’s about brands understanding shoppers and their motivations. And in years to come it’s the brands with that insight that will be in the rudest health.
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