In today’s cost-conscious climate, consumers are more focused than ever on value for money. But how do leading FMCG brands stack up?
We’ve analysed perceptions of nearly 80 household-name brands – looking at the percentage of consumers who say each brand offers good value for money, minus those who say poor – to create a Value for Money Net Score. The results might surprise you.
Top of the Table? Hot Drinks Dominate the Top Spots
Sitting proudly at #1 is Yorkshire Tea, with a standout score of 69. With fellow hot drink staples PG Tips and Hovis (both scoring 65) close behind, it’s clear that traditional cupboard staples still win hearts and wallets.
Trusted Household Brands Lead the Way
The top of the table is dominated by familiar names like Nivea, Dove, Fairy and Ariel, all scoring above 60. These are brands that consumers trust to deliver consistent quality at a price they feel is fair.
Innovation vs. Expectation: Where Newer Brands Sit
Further down the ranking, we see a different story. Purpose-led or premium-positioned brands like Who Gives A Crap, Tony’s Chocolonely and Beyond Meat all fall into the lower half, suggesting that consumers may be less convinced by their price points.
And at the very bottom? Premium water brands FIJI, Smart Water, and VOSS all rank lowest for perceived VFM, with VOSS scoring -2.
Let’s Talk Value
Later this month we will be launching our brand new Value for Money syndicated survey, giving brands clear, actionable insight into how they’re perceived and where they can improve. Whether you’re an established staple or a challenger brand, understanding the value story behind your product is critical for staying competitive.
Get in touch to hear more and the opportunity to include your brand in this new survey.