The challenges of staying relevant


British food and home brands have a rich heritage and a reputation for quality and craftsmanship. However, these brands need help staying relevant in an increasingly globalized and competitive marketplace. This article will explore key obstacles they encounter and provide specific examples of brands grappling with them.

1. Changing Consumer Preferences:

One of the significant challenges British food and home brands face is the shifting preferences of modern consumers. With the rise of health consciousness, ethical considerations, and changing lifestyle choices, brands must adapt to meet these evolving demands. For example, Walkers, a prominent British snack brand, faced criticism for its high salt content and unsustainable packaging. As a result, the company had to invest in research and development to create healthier snack options and more environmentally friendly packaging.

2. Intense Competition from Global Brands:

The global market is flooded with international food and home brands, making it difficult for British brands to stand out. They must find unique selling points and leverage their heritage and traditional values to differentiate themselves. For instance, Marmite, a classic British food brand, faced competition from similar spreads like Vegemite in Australia. To maintain relevance, Marmite engaged in witty advertising campaigns that celebrated its distinctive taste and invoked a sense of British identity.

3. Pricing Pressures and Cost Considerations:

The cost of production and raw materials can pose a significant challenge for British food and home brands, particularly compared to lower-cost competitors. Brands must balance affordability while maintaining quality and authenticity. Fortnum & Mason, an iconic British luxury department store, is an example of a brand navigating this challenge. The brand introduced a range of more accessible products without compromising its reputation for premium quality, thus expanding its customer base.

4. Embracing Digital Transformation:

British food and home brands must embrace technology in an increasingly digital world to stay relevant. Establishing a robust online presence, engaging in e-commerce, and leveraging social media platforms are essential for reaching and connecting with customers. A notable example is Dunelm, a home furnishing retailer, which transformed its business model to offer a seamless online shopping experience alongside its physical stores. By doing so, Dunelm attracted younger, tech-savvy consumers and adapted to the changing retail landscape.

5. Sustainability and Ethical Practices:

Consumers are increasingly concerned about the environmental impact and ethical practices of the brands they support. To remain competitive, British food and home brands must prioritize sustainability and social responsibility. An example of a brand addressing this challenge is The Body Shop, which emphasizes its commitment to cruelty-free and ethically sourced products. The brand promotes ethical values, resonating with consumers prioritizing sustainability and conscious consumerism.


While British food and home brands have a storied history and reputation for quality, they need help to remain relevant in today’s market. Adapting to changing consumer preferences, competing against global brands, managing costs, embracing digital transformation, and prioritizing sustainability are all critical factors in maintaining their relevance. However, with strategic innovation, leveraging heritage, and addressing consumer needs, these brands can continue to thrive and resonate with consumers at home and abroad.

Wow Me has helped many brands stay relevant. Feel free to drop us a line to see how we can help you

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