FMCG brands make up over 20% of the top 100 Most Connected Brands 2019, reveals survey

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24th October 2019 10:52 - FMCG

FMCG brands make up over 20% of the top 100 Most Connected Brands 2019,A survey looking at the brands consumers have the most emotional connection to and are 'the most indispensible to consumers' daily lives' has revealed that amongst the tech brands which dominated the top ten, were Cadbury, Heinz, Walkers and Aldi. 

The research, carried out by Opinium, used consumer feedback, focusing on three areas: what consumers think about, what they talk about and ultimately what they buy to create its Most Connected index.The survey questioned 6,000 consumers, with 11,000 spontaneous brand mentions and 48,000 brand reviews 

The 'most connected’ brand according to the poll was retailer and tech giant Amazon, followed by Google, and then FMCG brand, Cadbury, ranking in third position (up five places since last year when it was placed eighth). Ranking fourth was tech leader, Samsung, followed by eBay in fifth. Heinz ranked sixth in the 2019 survey, a fall of three places since last year when it ranked third. 

Walkers made a significant leap in the latest poll moving from 14th position last year to seventh in the 2019 rankings, while YouTube, Aldi and Microsoft made up the remainder of the top 10. Aldi climbed 11 places since last year's report where it ranked in 21st position. 

James Endersby of Opinium, said that the challenge for major FMCG players is “to stay relevant and not lose the emotional strong attachment that consumers have to the brands they’ve grown up with."

While FMCG brands make up over 20% of the top 100, they made up 15% of the top 50. 

The Most Connected Brands 2019:

1 Amazon

2 Google

3 Cadbury

4 Samsung

5 eBay

6 Heinz

7 Walkers

8 YouTube

9 Aldi

10 Microsoft

11 Netflix


13 Colgate

14 Apple

15 Tesco

16 Boots

17 Coca-Cola

18 Lidl

19 BBC

20 Marks & Spencer

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