Gartner for Marketers Research

Gartner L2 Digital IQ Index August 23, 2019

Food US 2019

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?

To get the research, please complete the form below.

By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Contact Information

All fields are required.

  • Step 2 of 3

    By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

    Company Information

    All fields are required.

  • Step 3 of 3

    By clicking the "Submit" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

    Rankings

    138 Brands

    Key

    • Genius

    • Gifted

    • Average

    • Challenged

    • Feeble

    Rank

    Brand

    Class

    1

    McCormick

    Genius

    2

    Campbell's

    Gifted

    3

    Barilla

    Gifted

    4

    Hidden Valley

    Gifted

    4

    Smucker's

    Gifted

    6

    Nature Valley

    Gifted

    6

    Talenti

    Gifted

    8

    Jack Link's

    Gifted

    8

    Quaker Oats

    Gifted

    10

    Chobani

    Gifted

    10

    Land O'Lakes

    Gifted

    12

    Ben & Jerry's

    Gifted

    12

    Johnsonville

    Gifted

    14

    Philadelphia

    Gifted

    15

    Cheerios

    Gifted

    15

    Ghirardelli

    Gifted

    17

    Betty Crocker

    Gifted

    17

    Hershey's

    Gifted

    17

    Pillsbury

    Gifted

    20

    Hillshire Farm

    Gifted

    21

    Heinz

    Gifted

    21

    Hellmann's/Best Foods

    Gifted

    21

    KIND

    Gifted

    21

    Tostitos

    Gifted

    25

    Clif Bar

    Gifted

    25

    Knorr

    Gifted

    25

    Tyson

    Gifted

    28

    Pringles

    Gifted

    29

    Blue Diamond

    Gifted

    30

    Annie's

    Gifted

    Digital IQ Score By Dimension

    Clear

    Key

    • Site & E-Commerce

    • Digital Marketing

    • Mobile & Tablets

    Sorry, this feature is not supported on your browser.

    Digital IQ Year-Over-Year

    Active View:

    Key

    • Genius

    • Gifted

    • Average

    • Challenged

    • Feeble

    Sorry, No data match for your criteria. Please refine your filters to display data.

    Sorry, this feature is not supported on your browser.

    Gartner is a trusted advisor and an objective resource for more than 15,600 organizations in 100+ countries.

    Learn more about how we can help you achieve your mission-critical priorities.