YouGov’s Biggest Brand Movers in the US (February 2022)

One-A-Day supplemented its brand health over the last month across virtually all measures for February’s edition of Biggest Brand Movers.

YouGov’s Biggest Brand Movers is a monthly analysis of brands across the full range of YouGov BrandIndex metrics, which measure consumer perceptions on an ongoing basis. The rankings reflect the brands that have registered statistically significant upticks across the most metrics.

The multivitamin brand registered lifts in four media metrics (Awareness, Ad Awareness, Word-of-Mouth (WOM) Exposure, Buzz), three brand health metrics (Quality, Impression, Recommend) and three purchase funnel metrics (Consideration, Purchase Intent, and Current Customer) to top the list this month.

Consumer focus on health habits tends to surge at this time of year and wellness became a clear priority for many people throughout the course of the pandemic. Another vitamin brand, Nature Made, joins One-A-Day with improvements across eight out of the 13 metrics in this analysis. The brand entered the new year with strong brand momentum as one of YouGov’s most improved brands in 2021 and was named the #1 Pharmacist Recommended brand in nine key vitamin and supplement segments.

On the tail of Ubisoft’s official announcement of an expansion to Assassin’s Creed Valhalla, the popular gaming franchise saw lifts in 10 out of 13 BrandIndex metrics, landing it in second place among this month’s list of YouGov’s Biggest Brand Movers. The expansion—Dawn of Ragnarök—will be released on March 10, 2022 and take place within the Nine Realms of Norse Cosmology.

Direct-to-consumer DNA testing kits have become increasingly popular as holiday gifts over the last few years. Ancestry is one such genealogy company that offers at-home DNA test kits and off the back of the holiday gifting season, the brand improved in nine out of 13 BrandIndex metrics.

Apple Watch is another technology brand that made significant improvements to eight of its 13 brand metrics. In early December, Bloomberg reported that several new Apple Watch models are expected to arrive in 2022, including a new SE and a ‘rugged’ version of the Series 8. Smartphones and smartwatches were some of the most sought-after tech gifts this past holiday season.

Appliance manufacturer Whirlpool also enjoyed lifts in eight out of its 13 brand metrics. With consumers spending more time at home for much of the last two years, the attention of many shifted to improving household hygiene and life at home.

Several CPG brands also earned spots on the list to round out this month’s edition of Biggest Brand Movers, including Maruchan, POWERADE, Reese’s Puffs and Blue Buffalo.

Methodology

Data for the Biggest Brand Movers in January compared statistically significant score increases across all BrandIndex metrics between December 2021 and January 2022. Brands are ranked based on the number of metrics that saw a statistically significant increase from month to month. Metrics considered are:

Media Metrics

Awareness – Whether or not a consumer has ever heard of a brand

Ad Awareness – Whether a consumer has seen or heard an advertisement for a brand in the past two weeks

Word of Mouth – Whether a consumer has talked about a brand with family or friends in the past two weeks

Buzz – Whether a consumer has heard anything positive or negative about a brand in the past two weeks (net score)

Brand Health Metrics

Quality – Whether a consumer considers a brand to represent good or poor quality

Value – Whether a consumer considers a brand to represent good or poor value for money

Impression – Whether a consumer has a positive or negative impression of a brand

Reputation – Whether a consumer would be proud or embarrassed to work for a particular brand

Satisfaction – Whether a consumer is currently a satisfied or dissatisfied customer of a particular brand

Recommend – Whether a consumer would recommend a brand to a friend or colleague or not

Purchase Funnel Metrics

Consideration – Whether a consumer would consider a brand or not the next time they are in the market for a particular product

Purchase Intent – Whether a consumer would be most likely or unlikely to purchase a specific product

Current Customer – Whether a consumer has purchased a given product or not within a specified period

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