Brands and their eco profile
This week we continue our theme on brands and their eco profile, showing that many big brands perform well with environmentally aware shoppers; we also finalise our analysis of premium brands by looking at the impact of added competition on individual premium brand performance; and lastly, but importantly, showing that the number of buyers remains the key driver of growth.
- Whilst smaller brands identify more with the most environmentally aware group, it is noteworthy that this is also the case for many large brands – especially bearing in mind that larger brands tend towards an average profile.
- The premium segment increased into 2019 due to innovation, with a 21% increase in the number of premium brands. But the average share per brand declined with this added competition.
- Looking at over 1000 category trends for 2020 vs 2019, there is almost a perfect correlation between volume and penetration change and the relationship is close to 1 to 1.