However, on the whole, the market has begun to embrace the internet as a valuable tool for communication, with 11% more brands having a product specific web presence than last year and 7% more brands having a web presence generally.
Our research, using fmcg brands from The Grocer's Top Product Survey of 2002, looks at how quickly, easily and accessibly brand, company and product information are communicated on the web.
At the time of research 15% of brands had no presence that could be found easily. These included Anchor, Lynx, Flash, Robinsons and Shape.
Of those that had a website, 66% of brands surveyed failed to communicate their visual brand appropriately.
For the second year running the survey shows the smaller brands, such as Häagen-Dazs, Warburtons and Baxters, are outshining giants like Heinz, McVitie's and Hula Hoops.
However, Warburtons has been knocked off the top spot by Kellogg's Corn Flakes this year while St Ivel Shape has gone down from eighth position to bottom of the table.
The data below is a random sample from the 60-strong league table, with Kellogg's Corn Flakes number one and Cadbury Creme Egg number 51.
There are areas where little progress has been made and where brands have even let things slip, most notably in ease of contact, product information and accessibility.
Some brands seem to think that by having no contact information or by burying it deep in a site, they will avoid having to deal with the public. At 13% this is a rise of 4% on last year.
Despite all the hard work from bodies such as the Royal National Institute of the Blind, a shocking 56% of sites were completely unsuitable for the visually impaired. One notable exception was the Walkers crisp site specially developed to be accessible to consumers of all profiles.
Although 85% of brands had a website, only 57% publicised it via their packaging, an increase of 6% on last year.
{{INSIGHT }}
Our research, using fmcg brands from The Grocer's Top Product Survey of 2002, looks at how quickly, easily and accessibly brand, company and product information are communicated on the web.
At the time of research 15% of brands had no presence that could be found easily. These included Anchor, Lynx, Flash, Robinsons and Shape.
Of those that had a website, 66% of brands surveyed failed to communicate their visual brand appropriately.
For the second year running the survey shows the smaller brands, such as Häagen-Dazs, Warburtons and Baxters, are outshining giants like Heinz, McVitie's and Hula Hoops.
However, Warburtons has been knocked off the top spot by Kellogg's Corn Flakes this year while St Ivel Shape has gone down from eighth position to bottom of the table.
The data below is a random sample from the 60-strong league table, with Kellogg's Corn Flakes number one and Cadbury Creme Egg number 51.
There are areas where little progress has been made and where brands have even let things slip, most notably in ease of contact, product information and accessibility.
Some brands seem to think that by having no contact information or by burying it deep in a site, they will avoid having to deal with the public. At 13% this is a rise of 4% on last year.
Despite all the hard work from bodies such as the Royal National Institute of the Blind, a shocking 56% of sites were completely unsuitable for the visually impaired. One notable exception was the Walkers crisp site specially developed to be accessible to consumers of all profiles.
Although 85% of brands had a website, only 57% publicised it via their packaging, an increase of 6% on last year.
{{INSIGHT }}
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