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:
- Is there a role for individual brand sites or should enterprises consolidate website content and commerce opportunities across their portfolios?
- 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?
- 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?