During a recession, the conventional wisdom may be that brands suffer as consumers look to reduce costs and save money. But while private labels have shown solid growth in many categories, brands continue to grow. According to Nielsen, 75 of Britain’s top 100 brands continue to increase sales.
Britain’s top brand? Coca-Cola, which racked up £969 million in sales in 2008. Following behind – and showing impressive 16 percent growth – was bread brand Warburtons, with sales of £710 million.
“A strong brand, which focuses on its core value proposition, can outperform own label even in tough times. Consumers want products that are known quantities,” said Jake Shepherd, Marketing Director, Nielsen UK.
In addition to Warburtons, bread brands Hovis and Kingsmill also ranked in the top 10. Other top 10 brands included Cadbury Dairy Milk chocolates, Walkers Crisps and Nescafe coffee. The fastest growing brand was Danone Activia, an active health yogurt, which posted a strong 42 percent increase in sales in 2008. New entries in the top 100 list included laundry brand Surf and Kettle premium potato crisps.