The consumer goods category has an average Brand Intimacy Quotient of 34.5, which is above average across all of our 15 industries.


Nostalgia is the dominant archetype in the category. Hershey’s is the top ranked brand in consumer goods and ranks #4 overall for nostalgia. It also has the highest levels of fusing in the category, at 7 percent. Quaker has the highest levels of bonding (10 percent) and Kellogg’s ranks highest for sharing (at 23 percent). Hershey’s also ranks #1 with men and women, those 45-64 years old, and those earning $35,000-$75,000. Millennials rank Lay’s as their top brand in this space, while those earning over $100,000 mostly prefer Kellogg’s.


Betty Crocker and Pillsbury are both similarly performing intimate brands, with similar profiles as well. Both are intimately associated with nostalgia, the dominant industry archetype. Pillsbury has a slightly higher Quotient score, reflecting more of its customers’ intimacy with the brand (24 percent compared to Betty Crocker’s 23). Pillsbury also has slightly stronger numbers of bonding customers, while Betty Crocker has more sharing customers, the lower form of intimacy. In terms of archetypes, the brands are fairly balanced, although there is some difference. Pillsbury is stronger on fulfillment, identity and ritual while Betty Crocker is more associated with enhancement and nostalgia. Both brands are tied regarding indulgence.



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