What brands do Brits want to see make a comeback?

More than half of Brits – 55% to be precise – appreciate long-gone brands or products making a comeback; if it’s done well.

From Woolworths to Top of the Pops to retro tech, we wanted to understand what bygone legends Brits miss the most. Our survey revealed the top 7 missed products and brands:

1.     Woolworths (35%)

2.     Wilko (16%)

3.     Top of the Pops (15%)

4.     CDs / CD players (12%)

5.     Caramac Bars (12%)

6.     Vinyl record players / turntables (10%)

7.     Galaxy Truffles (in the old Celebration tins) (8%)

Woolworths was arguably a symbol of simpler times, and a cherished place to buy just about everything – from the latest chart single to Pick ‘n’ Mix sweets. Wilko also features high up on the list, with 16% of respondents hoping the ultimate one-stop-shop returns to the high street.

Our results suggest that more than half (51%) of respondents find that music is a big nostalgia trigger. Top of the Pops (15%), CDs / CD players (12%) and Vinyl record players / turntables (10%) are some of the most missed products.

For 24% of our respondents, food and drink can evoke wistful affection for past memories too. It makes sense then, that 12% are still heartbroken over the end of Caramac Bars (and it was only three years ago).

The iconic brand formula

Brands can become iconic or nostalgic for a number of reasons – but it’s the combination that plays its part. Based on our findings, we’ve created a formula to determine what truly makes a brand iconic, and sure-to-be-missed in the decades to come:

Iconic brand formula = (0.25×Heritage) + (0.20×Timeless Design) + (0.20×Quality) + (0.15×Nostalgia) + (0.20×Innovation).

·       According to 45% of respondents, a long history or strong heritage reigns supreme as the most important factors in building a widely recognised and distinctive brand.

·       40% ranked both high quality and timeless design as top influences, and 35% believe that a legendary brand nods to nostalgia or has cultural impact. Trailblazing brands are also celebrated, with 30% of respondents feeling that the brand must be groundbreaking or innovative for its time to be truly iconic.

For iconic products, meanwhile, quality and price were the biggest sticking points. When buying a big-ticket item, like a house or electronic product, our respondents ranked price/value for money (61%) and quality (58%) the most important.

But how does this relate to the Honda Prelude? Well, when it comes to iconic cars, having a distinctive and timeless design (40%), and being reliable and durable (36%) are the qualities people feel makes a car truly iconic.

The revival of the Honda Prelude combines modern technology with these qualities, evoking nostalgia for a model that’s been close to people’s hearts through generations.

Who did it best?

Next, we asked our respondents what they thought were the most exciting and successful brand comebacks over the past 10 years, and the results are as follows:

1. Nokia phones: 33 mentions (12%)

2. Classic Mini cars: 22 mentions (8%)

3. Vinyl records/players: 19 mentions (7%)

4. Blackberry phones: 12 mentions (4.4%)

5. Apple products (mainly iPhone): 11 mentions (4%)

With a growing mobile trend for so-called ‘dumb phones’, where Gen Z are swapping smartphones for retro-tech, nearly 30% of consumers pointed to classic handset revivals as the most exciting returning icons. Nokia phones and Flip phones were two of the most frequently cited comebacks.  

Generational differences

Gen Z and Boomers have very different takes on what makes a brand iconic. For Gen Z, cult following, not history, defines an iconic brand. For example, (29%) are almost twice as likely as Boomers to believe that a “loyal, and devoted following” makes a brand iconic.  

Meanwhile, Boomers (54%) overwhelmingly see heritage as a crucial factor for a brand to be truly iconic – with Gen Z significantly less impressed by heritage brands (29%). For Gen Z and Millennials, high quality is the most important factor (44% and 48% respectively).

With a growing number of Brits feeling nostalgic for past icons, brands are embracing the comeback trend.

Retro designs and discontinued (but beloved) names continue to conjure up feelings of familiarity and comfort, and – for some – are a sign of quality and trustworthiness.

The new Honda Prelude marries this sense of retro charm with ultra-modern features. Indeed, the return of the iconic car has caught the attention of both long-standing car enthusiasts and industry experts, with its fusion of sporty heritage and cutting-edge hybrid technology.

It will be fascinating to see which other iconic brands embrace the spirit of nostalgia and bring back treasured classics to our lives again.