Gartner for Marketers Research

Gartner L2 Digital IQ Index July 24, 2018

Food U.S. 2018

Amid a challenging retail environment, food brands continue to struggle with shifts in consumer tastes and preferences. Unbranded search is growing twice as fast as branded across all categories, and vegan, low-sugar and low-carb searches lead the charge with double-digit growth. While food companies scramble to innovate their product offerings, category disruptors catering to ingredient-driven trends rival established brands across digital marketing and e-commerce channels. To mitigate the threat of longtail competitors, successful food brands adapt to these challenges with deft content optimization and early leads on emerging platforms like Instacart.

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    Rankings

    139 Brands

    Key

    • Genius

    • Gifted

    • Average

    • Challenged

    • Feeble

    Rank

    Brand

    Class

    1

    Quaker Oats

    Genius

    2

    Coffee-mate

    Gifted

    3

    Starbucks

    Gifted

    4

    Barilla

    Gifted

    4

    McCormick

    Gifted

    6

    Hershey's

    Gifted

    7

    Ben & Jerry's

    Gifted

    7

    Campbell's

    Gifted

    7

    Nature Valley

    Gifted

    10

    Knorr

    Gifted

    11

    Heinz

    Gifted

    12

    Cheez-It

    Gifted

    12

    Hidden Valley

    Gifted

    14

    KIND

    Gifted

    15

    Annie's

    Gifted

    15

    Hillshire Farm

    Gifted

    17

    International Delight

    Gifted

    17

    Silk

    Gifted

    19

    Smucker's

    Gifted

    20

    Chobani

    Gifted

    20

    Johnsonville

    Gifted

    22

    Doritos

    Gifted

    22

    Reese's

    Gifted

    24

    Hellmann's/Best Foods

    Gifted

    25

    Special K

    Gifted

    25

    Tostitos

    Gifted

    27

    Betty Crocker

    Gifted

    28

    DiGiorno

    Average

    28

    Hormel

    Average

    28

    Jif

    Average

    Digital IQ Score By Dimension

    Clear

    Key

    • Site & E-Commerce

    • Digital Marketing

    • Mobile & Tablets

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    Digital IQ Year-Over-Year

    Active View:

    Key

    • Genius

    • Gifted

    • Average

    • Challenged

    • Feeble

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