Gartner for Marketers Research

Gartner L2 Digital IQ Index August 23, 2019

Food US 2019

With China’s luxury market back to double-digit growth, and Chinese consumers expected to make up 40% of all luxury spending by 2024, whether or not brands are poised for success hinges on finding digital strategies that resonate with this crucial consumer group. This growth prompted a significant wave of e-commerce launches and experimentation across WeChat mini programs and omnichannel, DTC and e-tailer channels. Because of their rising purchasing power, luxury brands have been especially focused on reaching digital-native, millennial Chinese shoppers who embrace new types of fashion, engaging video content, online influencers and mobile platforms like Weibo, RED, WeChat and Douyin.

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.

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    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

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    Digital IQ Year-Over-Year

    Active View:

    Key

    • Genius

    • Gifted

    • Average

    • Challenged

    • Feeble

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