UK’s Biggest Brand Movers (January 2023): Seasonal favourites win

Food and beverage brands dominate the January 2024 edition of the YouGov Biggest Buzz Movers, many of which gained from seasonal upticks in the last month of 2023.

F&B brands make up six of the ten brands in this month’s edition. These include Pringles, Lindt, Fox’s, Fever-Tree, Tia Maria and Tyrells. For many of these brands, upticks in metrics seem to be a function of festive cyclicality. Three of these brands also featured in our January 2023 edition of the list.

For instance, Pringles has gained month-over-month upticks in WOM Exposure in Consideration in every December since at least 2020, historical YouGov BrandIndex data shows. This season, Pringles swept the media metrics and purchase funnel columns, while also making improvements in Value and Satisfaction scores for a total of nine upticks.

Pringles isn’t the sole crisps brand in the list, with Tyrrells also making it with six upticks.

Lindt witnessed upticks in eight metrics. The festive-favourite confectionary brand launched a limited edition Lindor Irish Cream to mark Christmas 2023 and the holidays.

Fox’s seven upticks across metrics may have been spurred by the return of fan-favourite flavours.

Keeping in theme with the festive spirits, liqueur brand Tia Maria and drink-mixer brand Fever-Tree also feature in the list with seven upticks apiece.

Moving on from F&B brands, GTA features in the list with gains in Ad Awareness, WOM Exposure, Buzz, Impression, Value, Purchase Intent and Current Customer. The gaming giant has been generated plenty of traction over the upcoming GTA VI game, which Rockstar confirmed would release in 2025 in an official trailer released in December.

The luxury sector also made its presence felt in this edition of the Brand Movers – Rolex and Dior feature with six upticks each.

Clothing brand River Island rounds off the list with gains in six metrics.

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Methodology

Data for the Biggest Brand Movers in January compared statistically significant score increases across all BrandIndex metrics between November and December 2023. Brands are ranked based on the number of metrics that saw a statistically significant increase from month to month. Metrics considered are:

Media Metrics

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

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

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 in a specified period of time

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