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D2C Brands Closing The Search Volume Gap To Big Brands In The UK

December 21, 2018: 12:00 AM EST
A Google search trends study for the UK found direct-to-consumer brands lagged larger brands in search interest last year, but some are closing the gap. Gillette had double the searches of Dollar Shave Club in 2018, according to the study commissioned by Marketing Week. Searches for DSC grew by over 430 percent, and but searches for Gillette fell 2 percent. Huel, a meal replacement drink brand, saw about two-thirds of the search volume of established rival SlimFast, and its UK search volumes grew 92 percent in the year. The top fastest-growing D2C brands for search volumes in 2018 were Dollar Shave Club, Brushbox (403 percent), Huel, Glossier (85 percent) and Simply Cook (45 percent).  [Image Credit: © Dollar Shave Club]
Michael Barnett , "Interest in direct-to-consumer brands lags big rivals – but maybe not for long", Marketing Week, December 21, 2018, © Centaur Communications Ltd (a member of the Centaur Media plc group)
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