US: Which brands show the most momentum entering 2023?
December 5th, 2022, Hoang Nguyen

US: Which brands show the most momentum entering 2023?

Every year, YouGov looks at the brands that improved their brand health most year-on-year across a range of sectors. Using consumer feedback data collected daily from YouGov BrandIndex, The Best Brand Rankings are determined by a score based on six brand health metrics: Quality, Value, Impression, Reputation, Recommend and Satisfaction (averaged into an overall Index score).

Topping the list of most-improved brands in the US this year is HBO Max, which improved upon its Index score in 2021 by 3.5-points. The streaming service dropped several hit shows over the last 12 months, which may explain the uptick in its overall brand health. These popular shows include the Sex in the City sequel And Just Like That, the second season of Euphoria, White Lotus, and House of the Dragon.

Consumer interest in wellness surged over the last few years and only seems to be growing, as evidenced by the number of health and wellness brands gaining steam in the minds of consumers.

Making a reappearance on the Top Improvers list is Nature Made, this time as the runner-up. The vitamin and supplement brand earned a spot in YouGov’s Top Improvers Ranking in 2021 and continues to build on its momentum once again with a jump of 3.2 points this year.

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CeraVe joins Nature Made as the only other brand to make a back-to-back appearance. The trendy skincare brand released several new products in July and partnered with “skinfluencers” on a successful campaign under the hashtag #CleanseLikeADerm over the summer. Customer feedback for the brand proves to be especially strong this year, with the biggest boosts to CeraVe’s brand health coming to its Quality and Impression scores.

Joining the list of health and wellness brands to earn spots on this year’s Top Improvers list are Nature’s Bounty, GoodRx, and Vaseline.

The world’s third largest athletic footwear brand, Skechers, also gained traction among consumers over the last year. The company released several fashion-focused styles to its suite of comfort shoes and even made sneakers specifically suited for pickleball, often touted as the fastest growing sport in the US. Skechers’ biggest gains in terms of brand health came to its Quality and Recommend scores.

DICK’s Sporting Goods improved in several categories of brand health, particularly Quality, Reputation and Recommend. Amid a time when 45% of US consumers say they like when brands are willing to get involved in social issues, DICK’s Sporting Goods has taken a strong stand on several social issues, including abortion rights, workplace equality, sustainability, and gun control laws.

Iconic tea brand Lipton saw a modest increase of 1.8-points to its overall brand health over the last 12 months. The company’s line of herbal tea bags was particularly popular among consumers, as many turned to tea for comfort and relaxation.

Rounding out the list of Top Improvers is none other than tech giant and popular search engine Google. Data from YouGov Profiles—an advanced audience intelligence tool—indicates that 63% of consumers in the US use search engines at least once a day and more than half (55%) use Google Chrome as their main internet browser. The tech company’s growth came mainly from gains in its Impression and Satisfaction scores.

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