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5.5

Consumer products (food)

The companies in the consumer products (food) industry have room for improvement in all dimensions, with an overall score between poor and sufficient (5.5). They rank at the bottom in four dimensions and below average in all of them.

Tine Gruppen is the best company in this industry, with an overall ranking among the top 20 companies. However, three of the worst-performing companies overall in the study are from the consumer products (food) industry.

Although these companies mostly do not sell to their end consumers directly, it is essential for them to interact with end consumers to ensure brand awareness and recognition. In fact, digitalization provides an opportunity for companies in this industry to gain direct access to end customers, and we expect to see different models and experiments regarding this going forward. Consumers are also increasingly demanding transparency in value chains of their food, as well as sustainable products. Communication in, for instance, social media channels will become more important in order to share what measures are being taken and to get feedback from their consumers to catch up on the latest trends. The need for brand recognition and loyalty becomes even more important with increasing competition from the food retailers’ private label products. The consumer products (food) industry should therefore face the threats and seize the opportunities by investing in improving its digital maturity.

The industry scores best in the digital product experience dimension, with a satisfactory (7.25) grade. However, it remains the bottom industry in this dimension. Its companies could improve by providing more engaging content on their websites to retain prospective customers. Product knowledge is also at the core of these companies and should be an opportunity for them to excel in the digital space.

In the mobile dimension, the companies receive a score just below sufficient (5.75), as all of them except Tine Gruppen lack mobile applications. The general trend that can be observed in retail is that more companies are abandoning mobile applications in favor of developing well-optimized mobile websites with application functionality.

The most room for improvement lies in digital marketing and e-CRM, where the score is poor in both. In digital marketing, no company uses retargeting. They also have little online visibility, resulting in a low score in display advertising. In e-CRM, the companies score low in most categories, as they lack interactive FAQs and live chat. They could also increase the use of e-mail marketing, crowdsourcing and customer profiles to improve their maturity in this dimension.

Digital dimensions

Digital leaders

    2018   2017    
1 Tine Gruppen   6.75   7.5    
2 Nortura   6   6.25    
3 Kavli   5.25   6.25    
4 Orkla Foods   5   5.25    
5 Synnøve Finden   4.5   5