Consumers’ food preferences, search behavior and paths to purchase are evolving. To compete against recipe sites and e-tailers, food brands must adapt and expand their product and recipe content. Enterprises are shifting toward consolidation to synergize their site efforts. Only a few best-in-class brands exemplify digital excellence in terms of engaging content optimized for top dietary and recipe trends, while few others seek partnerships to scale reach. With a fragmented online retail landscape, brands must also juggle investments across different platforms to influence discoverability and conversion, all while defending against the growing threat of private-label and indie brands competing for a bigger share of consumers’ wallets.

This Digital IQ Index benchmarks the digital performance of 138 brands and addresses the following questions: 

  1. Is there a role for individual brand sites or should enterprises consolidate website content and commerce opportunities across their portfolios?
  2. How are best-in-class brands using recipes to engage with consumers online, and how can they adopt the best practices of food and recipe editorial sites while also seeking paid partnership opportunities?
  3. What growth opportunities and defense strategies should enterprises pursue as retailer capabilities evolve and private-label brands continue to pose a threat to legacy brands?