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FMCG UK Digital Performance Summary

Core Content Overview

This report provides an in-depth analysis of the digital performance of FMCG brands in the UK, focusing on site and e-commerce features, digital marketing strategies, social media presence, and mobile optimization. It highlights the competitive landscape, brand-specific strengths and weaknesses, and the overall digital IQ of FMCG brands.

Key Sections and Findings

Site & E-Commerce

• Brand Site Performance: Brands are increasingly investing in product pages, guided selling tools, and e-tailer handoffs (e.g., Amazon, Tesco, Sainsbury's).
• E-Commerce Orientation:
  • Only 50% of UK FMCG brands have a direct-to-consumer (DTC) checkout.
  • Most brands link to third-party e-tailers, with some brands like Unilever and P&G having more comprehensive e-tailer integration.
• Site Features:
  • Account signup is available for 72% of P&G brands and 75% of Kimberly Clark brands.
  • User reviews are present on 100% of P&G brand sites.
  • Store locator functionality is rare, with only 21% of brands providing mobile-optimized store locators.

Digital Marketing

• Search & SEO/SEM:
  • Brands heavily invest in Google AdWords, owning 54% of search real estate.
  • Paid Search Ads (PLAs) are less common, with only 9% of brands owning them.
  • Retailers like Superdrug and Boots dominate PLA visibility, while FMCG brands struggle.
• Advertising:
  • Brands focus on desktop display ads and creative units.
  • Share of voice within categories is a key metric, with P&G and Unilever leading in many categories.
• Email Marketing:
  • Personalization and trigger tactics are used, though frequency varies across brands.
  • Ease of signup is a critical factor in email engagement.

Social Media

• Facebook:
  • Brands have a strong presence, with high reach and engagement.
  • Paid promotion using memes is a notable strategy.
• YouTube:
  • Search visibility and channel experience are important.
  • Content sponsorship and optimization of top-performing videos are key areas for improvement.
• Instagram:
  • Brands are more active on Instagram than Snapchat.
  • Instagram Stories are used by several brands, with L'Oreal Paris being the most active.
  • Post frequency and engagement vary significantly.
• Snapchat:
  • Limited brand presence, with only Schwarzkopf actively posting.
  • Tutorials are less user-friendly compared to other platforms.

Mobile

• Mobile Site Optimization:
  • 91% of Index brands have mobile-optimized sites.
  • Only 11% use geolocation for store finders.
  • 53% of brands link to mobile e-tailer sites.
• Mobile Search:
  • Brands focus on above-the-fold visibility and site link optimization.
• Mobile Advertising:
  • Mobile and tablet creative units are used, with a focus on share of voice within categories.
• Mobile Apps:
  • Support for iOS and Android is common, but features like in-app commerce and loyalty integration are limited.

Digital IQ Ranking

Key Brands and Their Performance

• Garnier: Rank 7, Digital IQ 136
• L'Oréal Group: Rank 1, Digital IQ 136
• Nivea: Rank 8, Digital IQ 133
• Beiersdorf AG: Rank 2, Digital IQ 133
• always: Rank 9, Digital IQ 131
• Procter & Gamble: Rank 3, Digital IQ 131
• Colgate®: Rank 10, Digital IQ 129
• Colgate-Palmolive Co.: Rank 4, Digital IQ 129
• Huggies: Rank 11, Digital IQ 124
• Kimberly-Clark Corp.: Rank 5, Digital IQ 124
• Sure: Rank 12, Digital IQ 123
• Unilever Group: Rank 6, Digital IQ 123
• BRAUN: Rank 13, Digital IQ 118
• Procter & Gamble: Rank 7, Digital IQ 118
• ARIEL: Rank 14, Digital IQ 117
• Neutrogena: Rank 15, Digital IQ 114
• WILKINSON: Rank 16, Digital IQ 113
• LYNX: Rank 17, Digital IQ 109
• LISTERINE: Rank 18, Digital IQ 107
• BURTS BEES: Rank 19, Digital IQ 105
• The Clorox Company: Rank 20, Digital IQ 105
• finish: Rank 21, Digital IQ 103
• Reckitt Benckiser: Rank 22, Digital IQ 103
• Joex: Rank 23, Digital IQ 89
• Kimberly-Clark Corp.: Rank 24, Digital IQ 89
• U "Kotex": Rank 25, Digital IQ 89
• auSSie: Rank 26, Digital IQ 87
• Procter & Gamble: Rank 27, Digital IQ 87
• DryNites: Rank 28, Digital IQ 87
• Aquafresh: Rank 29, Digital IQ 85
• GlaxoSmithKline PIC: Rank 30, Digital IQ 85
• SENSODYNE: Rank 31, Digital IQ 85
• GlaxoSmithKline PIC: Rank 32, Digital IQ 85
• Večet: Rank 33, Digital IQ 83
• Reckitt Benckiser: Rank 34, Digital IQ 83
• Surf: Rank 35, Digital IQ 81
• Unilever Group: Rank 36, Digital IQ 81
• FAIRY: Rank 37, Digital IQ 80
• Procter & Gamble: Rank 38, Digital IQ 80
• Muscle: Rank 39, Digital IQ 80
• S.C. Johnson & Son: Rank 40, Digital IQ 79
• Church & Dwight: Rank 41, Digital IQ 79
• Radox: Rank 42, Digital IQ 78
• Unilever Group: Rank 43, Digital IQ 78
• Carex: Rank 44, Digital IQ 76
• PZ Cussons: Rank 45, Digital IQ 76
• Comfort: Rank 46, Digital IQ 76
• Unilever Group: Rank 47, Digital IQ 76
• Impulse: Rank 48, Digital IQ 75
• PZ Cussons: Rank 49, Digital IQ 75
• ORIGINAL SOURCE: Rank 50, Digital IQ 75
• Gillespie. Venus. Procter & Gamble: Rank 51, Digital IQ 75
• NIVEA MEN: Rank 52, Digital IQ 74
• Swiffer: Rank 53, Digital IQ 74
• Procter & Gamble: Rank 54, Digital IQ 73
• Lenor: Rank 55, Digital IQ 73
• Cif: Rank 56, Digital IQ 72
• Unilever Group: Rank 57, Digital IQ 72
• Domestic: Rank 58, Digital IQ 71
• Carefree: Rank 59, Digital IQ 68
• Johnson & Johnson: Rank 60, Digital IQ 68
• Bioc: Rank 61, Digital IQ 66
• Flash: Rank 62, Digital IQ 66
• VIAKAL: Rank 63, Digital IQ 36
• Procter & Gamble: Rank 64, Digital IQ 36
• KO+EX.: Rank 65, Digital IQ 34
• Kimberly-Clark Corp.: Rank 66, Digital IQ 34

Key Insights and Recommendations

• Digital Competence: Brands with higher digital IQ are better positioned in the competitive landscape.
• E-Tailer Integration: While brands are investing in e-tailer handoffs, the UK lags behind the US in this area.
• Mobile Optimization: Mobile sites are largely optimized, but features like store locators and in-app commerce are underdeveloped.
• Social Media Strategy: Instagram is the preferred platform, with a notable gap in Snapchat presence.
• Search Visibility: Brands should focus on both organic and paid search strategies to improve visibility and conversion.
• Email Marketing: Personalization and trigger tactics are effective but underutilized.
• Advertising: Brands and retailers compete for visibility, leading to increased costs and limited brand real estate.

Methodology and Tools

• Digital IQ Index: Measures digital competence across four dimensions.
• Deep Dives: Exclusive to L2 members, offering a comprehensive audit of brand performance.
• Intelligence Modules: Provide sector insights, performance benchmarks, and brand-specific opportunities.

Conclusion

The FMCG UK market shows a clear trend towards digital investment, with a focus on e-commerce, search optimization, and social media engagement. While some brands are leading in digital IQ, many lag behind, especially in mobile and e-tailer integration. Brands should consider enhancing their mobile experiences, leveraging social media platforms like Instagram, and optimizing both organic and paid search strategies to improve their digital performance.