An analysis of online conversation about UK baby food brands, revealing the top brands and sentiment. More info here: http://bit.ly/VKFPUQ
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BABY FOOD BRANDS: September 2012 32% 27% 18% 15% 1% 4% 3% We used Brandwatch to monitor online conversation about baby food during the month of September 2012. 68% of online baby food conversation was non-branded in September. Within brand-specific chat, Cow & Gate was the most prominent of the seven brands above. Ella’s Kitchen, Heinz and Hipp also triggered significant volumes social media discussion. Twitter was the most popular site for baby food brand mentions. Forums dominated the rest of the top five table (above), including answers.yahoo.com. This suggests that customers used social media to gauge brand opinions. TOP SITES % TWITTER.COM 23.6 ANSWERS.YAHOO.COM 9.2 JUST-FOOD.COM 8.7 FORUMS.MONEYSAVINGEXPERT.COM 4.1 TRIPADVISOR.CO.UK 3.7 BRANDED BABY FOOD MENTIONS Cow & Gate Ella's Kitchen Heinz Hipp Nestle Organix Plum Baby
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BABY FOOD BRANDS: September 2012
32%
27%
18%
15%
1%
4%
3%
We used Brandwatch to monitor online conversation about baby food during the month of September 2012.
68% of online baby food conversation was non-branded in September. Within brand-specific chat, Cow &
Gate was the most prominent of the seven brands above. Ella’s Kitchen, Heinz and Hipp also triggered
significant volumes social media discussion.
Twitter was the most popular site for baby food brand mentions. Forums dominated the rest of the top five
table (above), including answers.yahoo.com. This suggests that customers used social media to gauge brand
Branded baby food chat was changeable throughout the month, with Cow & Gate buzz peaking on the 15th
and 18th. On these dates Cow & Gate accounted for the majority of branded mentions.
Heinz baby food products were occasionally excluded from social media. The brand failed to generate
conversation on either the 14th or 26th, also sparking the fewest mentions on one third of the days in
September.
ELLA’S KITCHEN WAS THE MOST POSITIVELY VIEWED BABY FOOD BRAND
FORUM
AMAZON
BLOG
DAILYPOKE
“ A tiny vending machine, designed to dispense healthy snacks for toddlers, has been launched by food brand Ella’s Kitchen. […] The dispenser was designed with the average 1-year-old (and their parents) in mind. ”
“ My little one loves Ella’s kitchen wakey wakey Round Ones […], screw on lid so can use it as a little bowl and keep filling it up- has been nice and time consuming and a sanity saver for me on a few trips now! ”
Ella’s Kitchen sparked positive mentions on social media, establishing itself as a provider of ‘healthy’ and
‘natural’ products. The introduction of toddler-friendly vending machines proved popular online, as
demonstrated by the example mention above.
Practical considerations were key in establishing brand preference, with parents viewing Ella’s Kitchen products
as convenient and well-designed. Ingredients were equally important, with customers tweeting: ‘The best ‘jar’
baby food is the ‘Plum Pots’ or ‘Ella’s Kitchen’. They’re the only ones I’ll use. All natural ingredients!’.
TWITTER BUZZ WAS INDICATIVE OF BRAND POPULARITY MORE BROADLY
The chart above shows the type of websites on which baby food brands were mentioned. Twitter (in blue) was
proportionately greater for Cow & Gate and Ella’s Kitchen, the two most popular baby food brands.
Non-branded baby food conversation was more likely to take place in forum threads than on Twitter. This was
also true for Hipp and Heinz baby food mentions, which were less popular online than Ella’s Kitchen.
Cow & Gate embraced modern marketing, including an iPhone App for parents of toddlers. They were also
selected by third parties as the prizes of Twitter competitions which further boosted online appeal.
Newsworthy events and blog buzz also contributed to the prominence of leading brands. With customers using
social media in order to decide on a brand, Twitter and forum discussion can shed light on what causes brand
preference within this field.
We hope this analysis was of interest. We work with clients across a wide range of industries and with different needs in order to give them insights like these, along with deeper analysis of the conversation they care about, in order to realise the potential of monitoring. For more information about Brandwatch please visit our website, look us up on Twitter or book a demo.
