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BIS COVID Top Consumer 
Goods Rankings

The consumer goods industry has an average Brand Intimacy Quotient of 38.4, slightly above the cross-industry average of 38.1. Hershey’s remains in first position in the industry, and Quaker moves up to second place. Consumer preference for Pillsbury and Stouffer’s has increased, while preference for Kellogg’s and Nestle has decreased.

Industry Performance

The consumer goods industry ranks fifth this year, the same position as in our last study. The industry has increased its average Quotient Score by 2.4 percent. Consumer goods performs better with women than men and with older consumers versus younger ones.

Archetypes & Stages

During the pandemic, the industry has performed better than the cross-industry average in the nostalgia and indulgence archetypes. The industry has improved its performance in fulfillment, enhancement, and indulgence and declined in identity, nostalgia, and ritual. Consumer goods has also improved across all stages of intimacy, with the biggest increase in sharing, up 37 percent from our previous study. This sharing score is above the cross-industry average, while the other stages are below.

Study Average

Key Findings & Trends

Nostalgia remains the dominant industry archetype, and the industry ranks first across all 10 industries for nostalgia. Consumer goods has improved its percentage of users in some form of intimacy by 22 percent. Ben & Jerry’s is the top brand for men, replacing Kellogg’s, while women prefer Hershey’s.

Head to Head Comparison

Comparing the top two consumer goods brands, Hershey’s and Quaker, we see a split across archetypes. Hershey’s exhibits stronger associations in fulfillment, indulgence, and nostalgia, which is the dominant category archetype. Quaker performs better related to identity, enhancement, and ritual. In terms of stages, Hershey's leads across all three stages of sharing, bonding, and fusing. Compared to Quaker customers, Hershey's customers are more willing to pay 20 percent more for the brand.

Head to Head

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