Gartner for Marketers Research

Gartner L2 Digital IQ Index February 12, 2018

FMCG U.K. 2018

The U.K. leads the Western world in online grocery sales, pitting e‑tailers against one another in a war of e‑commerce innovation. Amazon continues to offer outsize visibility to up-and-coming players, while the e‑commerce platforms of brick‑and‑mortar retailers prioritize promotion of private label products amid continuing demand for low‑cost products. As brands struggle to adapt to new online selling environments, a new challenge from voice is beginning to grow. To weather these challenges, winning brands are intensifying their investments on Amazon Marketing Services and exploring strategic options with e‑tailer platforms.

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    Rankings

    73 Brands

    Key

    • Genius

    • Gifted

    • Average

    • Challenged

    • Feeble

    Rank

    Brand

    Class

    1

    Pampers

    Genius

    2

    Philips

    Genius

    3

    L'Oreal Paris

    Genius

    4

    Gillette

    Genius

    5

    Oral-B

    Gifted

    6

    Colgate

    Gifted

    7

    Always

    Gifted

    8

    Olay

    Gifted

    9

    Dettol

    Gifted

    9

    Garnier

    Gifted

    11

    Braun

    Gifted

    11

    Dove

    Gifted

    13

    Finish

    Gifted

    13

    Persil UK

    Gifted

    15

    Veet

    Gifted

    16

    Nivea

    Gifted

    16

    Sure

    Gifted

    18

    Vanish

    Gifted

    19

    Tampax

    Gifted

    20

    Ariel

    Average

    21

    Fairy

    Average

    22

    Huggies

    Average

    22

    Neutrogena

    Average

    22

    TRESemme

    Average

    25

    Sensodyne

    Average

    26

    Aussie

    Average

    27

    Head & Shoulders

    Average

    28

    Nivea Men

    Average

    29

    Carex

    Average

    29

    Gillette Venus

    Average

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