Digital IQ Index February 20, 2020

FMCG UK 2020

Across the FMCG landscape, brands in the personal care category are ahead of the curve, with two-thirds showcasing more digital maturity in an increasingly competitive environment. Home care brands show pockets of excellence, but over 50% of the brands fall in the Challenged or Feeble class. Over-the-counter (OTC) brands place last, lagging digital investments across the board. Each category comes with its own unique set of challenges that brands must navigate to maintain digital relevance and win consumer mind share.

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    Rankings

    77 Brands

    Key

    • Genius

    • Gifted

    • Average

    • Challenged

    • Feeble

    • Rank Unavailable

    Rank

    Brand

    Class

    1

    Pampers

    Genius

    1

    Philips

    Genius

    3

    Oral-B

    Gifted

    4

    Gillette

    Gifted

    5

    Nivea

    Gifted

    6

    L'Oreal Paris

    Gifted

    7

    Persil UK

    Gifted

    8

    Colgate

    Gifted

    8

    Dove

    Gifted

    10

    Braun

    Gifted

    11

    Always

    Gifted

    12

    Air Wick

    Gifted

    12

    Garnier

    Gifted

    14

    Corsodyl

    Gifted

    15

    Vanish

    Gifted

    16

    Tampax

    Gifted

    17

    Sure

    Gifted

    18

    Dettol

    Gifted

    19

    Febreze

    Gifted

    20

    Finish

    Average

    20

    Lynx

    Average

    22

    Ecover

    Average

    22

    Listerine

    Average

    24

    Olay

    Average

    25

    Mr. Muscle

    Average

    26

    Ariel

    Average

    26

    Fairy

    Average

    26

    Veet

    Average

    29

    Carex

    Average

    29

    Sensodyne

    Average

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