Skip to main content
  • Agency

    Agency

    We are the Brand Intimacy Agency, dedicated to creating ultimate brand relationships.

    Learn more about us

    MBLM

    • About
    • Leadership
    • Careers
    • Industry Solutions
    • News
    • Blog

    Our Offices

    • New York
    • Toronto
    • Dubai
    • Seoul

    Latest News

    collage of look alike tarot cards: The Retreater, The App Obsessed, The Budget Splurger, The Gamer, The Seeker

    MBLM Unveils 2024 Trendcasts

    Harnessing Brand Intimacy Data to Dimension New Behavioral Profiles

  • Services

    Services

    We deliver branding, marketing and digital services that create brand intimacy.

    View all services

    Essence

    • Research & Insights
    • Naming
    • Brand Strategy
    • Brand Architecture
    • Brand Identity
    • Design Systems
    • Brand Management

    Story

    • Messaging
    • Campaigns
    • Social Media
    • Content Creation
    • Brand Launch
    • Merchandised Content
    • Presentations
    • Videos
    • Infographics

    Experience

    • Web Design
    • Web Development
    • Digital Marketing
    • SEO
    • Analytics / Measurement
    • Technology & Integration
    • Platform
    • Events & Environments

    Featured Service

    tone and manner service icon

    Tone and Manner

    A brand’s tone conveys its personality, semiotics and style.

  • Work

    Work

    We create intimate brands that engage and endure.

    View all cases

    Featured Work

    Symplr - 100 Days to Multiply Impact case study

    Symplr—100 Days to Multiply Impact

     

    3Pillar - Make incredible case study

    3Pillar—Breaking Through the Noise

     

    NFL - Total Wellness case study

    NFL—Strong Minds, Stronger Playersg

  • Brand Intimacy

    Brand Intimacy

    MBLM’s Brand Intimacy Study uses artificial intelligence to assess how the world’s leading brands perform based on the emotional connections they form with consumers.

    Explore the study

    Study

    • Brand Intimacy Study
    • Report
    • Rankings
    • Industry Rankings
    • Features

    Resources

    • Articles
    • Book
    • Overview
    • Model & Methodology
    • Glossary
    • Sources

    Featured

    Brand Intimacy feature Trendcasting

    Trendcasting

    See how we forecasted new consumer trends for 2024 based on our latest Brand Intimacy findings.

  • Platform

    Platform

    Modern marketing and sales software for the world's leading brands.

    More about our Platform

    Software Tools

    • BrandOS
    • PresentationOS

    Resources

    • Specifications
    • FAQs

    Featured Platform Case

    Championing Brand Central PayPal Case Study

    PayPal—Championing Brand Central

Get in touch
  • Agency

    Agency

    We are the Brand Intimacy Agency, dedicated to creating ultimate brand relationships.

    Learn more about us

    MBLM

    • About
    • Leadership
    • Careers
    • Industry Solutions
    • News
    • Blog

    Our Offices

    • New York
    • Toronto
    • Dubai
    • Seoul

    Latest News

    MBLM Unveils 2024 Trendcasts

    Harnessing Brand Intimacy Data to Dimension New Behavioral Profiles

  • Services

    Services

    We deliver branding, marketing and digital services that create brand intimacy.

    View all services

    Essence

    • Research & Insights
    • Naming
    • Brand Strategy
    • Brand Architecture
    • Brand Identity
    • Design Systems
    • Brand Management

    Story

    • Messaging
    • Campaigns
    • Social Media
    • Content Creation
    • Brand Launch
    • Merchandised Content
    • Presentations
    • Videos
    • Infographics

    Experience

    • Web Design
    • Web Development
    • Digital Marketing
    • SEO
    • Analytics / Measurement
    • Technology & Integration
    • Platform
    • Events & Environments

    Featured Service

    Tone and Manner

    A brand’s tone conveys its personality, semiotics and style.

  • Work

    Work

    We create intimate brands that engage and endure.

    View all cases

    Featured Work

    Symplr—100 Days to Multiply Impact

    3Pillar—Breaking Through the Noise

    NFL—Strong Minds, Stronger Playersg

  • Brand Intimacy

    Brand Intimacy

    MBLM’s Brand Intimacy Study uses artificial intelligence to assess how the world’s leading brands perform based on the emotional connections they form with consumers.

    Explore the study

    Study

    • Brand Intimacy Study
    • Report
    • Rankings
    • Industry Rankings
    • Features

    Resources

    • Articles
    • Book
    • Overview
    • Model & Methodology
    • Glossary
    • Sources

    Featured

    Trendcasting

    See how we forecasted new consumer trends for 2024 based on our latest Brand Intimacy findings.

  • Platform

    Platform

    Modern marketing and sales software for the world's leading brands.

    More about our Platform

    Software Tools

    • BrandOS
    • PresentationOS

    Resources

    • Specifications
    • FAQs

    Featured Platform Case

    PayPal—Championing Brand Central

Get in touch
Press Releases - June 18, 2019

Consumer Goods Industry Ranked 5th in MBLM’s Brand Intimacy 2019 Study, Corresponding with Increase in Sales

Consumer Goods Brands logos

The consumer goods industry ranked high, placing fifth out of the 15 industries studied in MBLM’s Brand Intimacy 2019 Study, which is the largest study of brands based on emotion. Brand Intimacy is defined as the emotional science that measures the bonds we form with the brands we use and love. This positive performance corresponds to an increase in industry sales, which was estimated at $800 billion in 2018, growing from $786 billion in 2017.[1] Hershey’s, the #1 ranked brand in consumer goods, also showed strong first quarter 2019 financial results, with consolidated net sales of $2,0165 million, an increase of 2.3%.[2] Additionally consumer goods was the top performing industry in the ‘willing to pay 20% more’ category in the Brand Intimacy study, demonstrating compelling price resilience.

“Building stronger emotional bonds with consumers doesn’t just make marketing sense, it correlates to stronger business performance,” stated Mario Natarelli, managing partner, MBLM. “Top intimate brands outperformed the top brands in the Fortune 500 and S&P indices in both revenue and profit over the past 10 years. Brand Intimacy will increasingly become part of the vocabulary of businesses as they seek ways to increase ROI.”

According to MBLM’s study, Hershey’s ranked first in the industry, followed by Campbell and Quaker. The top 10 was rounded out by: Betty Crocker, Ben & Jerry’s, Nestle, Kellogg’s, Pillsbury, Stouffer’s and Lay’s.

Additional noteworthy findings on the consumer goods industry include:

  • Consumer goods ranked the same overall as last year but the average Brand Intimacy Quotient rose from 34.1 to 39.0, which was well above the 2019 cross-industry average of 31.0
  • Nostalgia, which focuses on memories and the feelings associated with them, was the most prominent archetype in the category
  • Hershey’s was the top-performing consumer goods brand for nostalgia
  • Hershey’s also ranked #1 for millennials, whereas users ages 35-64 all selected Quaker as their top brand
  • Women selected Betty Crocker as #1, while men selected Hershey’s. The brand is particularly strong with men, who ranked Hershey’s 9th in the overall study
  • Ben & Jerry’s and Campbell rose in the rankings since 2018, while Quaker and Kellogg’s fell

MBLM also released a piece examining Hershey’s and its performance as the top brand in the industry. The piece, “How Sweet It Is,” discusses the strong emotional appeal of the brand, which is associated with our childhood moments of indulgence and also continues to be relevant across different demographics. In 2019, Hershey’s improved across all six archetypes, which are patterns that identify the character and nature of ultimate brand relationships, performing very well in nostalgia and indulgence. The brand, however, needs to cultivate stronger connections with new users, and increase the percentage of consumers intimate with the brand. It may be attempting to do so with its summer redesign of the iconic milk chocolate bar as well as its focus on simpler ingredients. It will be interesting to see how these initiatives impact its strengths related to nostalgia and indulgence.

To view consumer goods industry findings, please click here. To download the full Brand Intimacy 2019 Study or explore the Data Dashboard click here.

[1]  TreVista

[2] The Hershey Company Press Release

Share

Facebook X LinkedIn Mail

Press Release

Download PDF

Related News

collage of look alike tarot cards: The Retreater, The App Obsessed, The Budget Splurger, The Gamer, The Seeker MBLM Unveils 2024 Trendcasts
The cover of 'brand indifference' magazine with the headline 'Sensational scoops on sad splits'. MBLM Unveils New Research on Brand Indifference
Agency
  • About
  • Leadership
  • Services
  • Industry Solutions
  • Work
  • Careers
  • News
  • Blog
  • Contact Us
Brand Intimacy
  • Report
  • Rankings
  • Industries
  • Features
  • Book
  • Articles
  • Resources
Platform
  • BrandOS
  • PresentationOS
  • Technical Specs
  • Platform FAQs
Offices
  • New York
  • Dubai
  • Toronto
  • Seoul
Facebook
X
LinkedIn

© EMBLEM LLC

22 West 27th Street, #4 New York, NY 10001 USA

T: +1 212 979 8200
PRIVACY POLICY

ALL RIGHTS RESERVED