Bisto was the consumers’ go-to gravy brand for the festive period, with 66.5% share of voice, followed by Oxo (24.3%), Maggi (7.5%), Knorr (1.2%) and Kallo (0.6%).
Using social data from the 2018 Christmas period, we kept track of what people said about gravy and the foods they associate with it and the go-to gravy brands for that perfect roast or winter warmer. After all, what would Christmas be without gravy?
Managing director Dave Greenwood said: “We have developed a new social listening tool, Delve. This means we can keep our ears close to the ground on what consumers are talking about online, as there’s a great deal we and our clients can learn from these conversations and attitudes.
“During Christmas 2018, over 2,000 unique UK authors spoke about gravy. It’s clear the traditional, iconic Christmas dinner is still just as important to consumers, and it has been interesting to understand their preferences for the biggest meal of the year.”
When it came to perfect flavour combinations, UK consumers had their eyes on the festive prize – turkey. It was by far the most popular meat mentioned alongside gravy, (68.6%), followed by beef (14.6%), chicken (11.8%), lamb (3.3%) and duck (1.6%).
Further proving the nation’s obsession with the traditional Christmas Day roast, the most popular keywords used alongside gravy were ‘Christmas’, ‘dinner’, ‘roast’, ‘xmas’, ‘turkey’, ‘stuffing’ and ‘potatoes’. Consumers also enjoyed posting about their Christmas dinners, with the biggest spike in traffic on 25 December between 4-6pm.
In true 2018 fashion, the topic of veganism was front of mind for many. In posts discussing special dietary requirements, 56.4% mentioned veganism, followed by vegetarianism (29.9%) and gluten free (13.7%).
Through Delve we can understand social trends and influence at play and use this unique insight to map out a client’s marketing strategy based on real time information.
Want to know more about how Delve can give you unique insights into your brand, competitors or customers? Or how we can help you understand more about a category and what’s really being said about it? Then pull up a chair.