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Consumer goods ranks as the sixth most intimate industry in our 2022 study. Top performers include new entries Kinder and Barilla, placing second and third, respectively.
Consumer goods has an average Brand Intimacy Quotient score of 41.7, well above the cross-industry average of 36.8. The category has improved its Quotient score since our last study by 8 percent.
Nostalgia is the dominant archetype for consumer goods, and the category ranks first across all industries for this archetype as well as indulgence. Sharing, bonding, and fusing scores are above the cross-industry average.
In comparing Nestle and Kinder, we see mixed results. Nestle performs better across all archetypes except indulgence and is stronger in fusing. Kinder scores higher in sharing and bonding. Both brands have strong keywords: Nestle with happiness and tasty and Kinder with joy and delicious.