Snacks & Candy

Consumers Rank Kraft, Gatorade, Dove Brands Most Likely to Be Purchased

Top U.S. packaged food, beverage and personal care brands named by report
YouGov report
Photograph courtesy of YouGov

The top consumer packaged food, beverage and personal care brands in the United States are Kraft, Gatorade and Dove, respectively, according to a report from YouGov.

An unexpectedly sharp economic slowdown coupled with accelerating global inflation set the stage for an ongoing cost-of-living crisis in 2022, according to the report.

Consumers were likely to notice significant price increases for food (74%) and household products (47%) due to supply chain slowdowns and inflation, according to a YouGov poll from the beginning of 2022.

The 2023 rankings report reveals how consumers have adapted to these sociopolitical factors by showing which brands were most considered and which brands had the most growth.

“Every day, consumers are asked, ‘When you are in the market next to make a purchase, which brands would you consider?’ The consideration score for each brand is derived from the answers to this question,” the report said.

See the packaged food, beverage and personal care rankings below …

YouGov ranked the top brands by consideration scores—a measure of likelihood of purchase from the category. The top rankings show the brands with the highest consideration score between Jan. 1, 2022, and Dec. 31, 2022. To determine the rankings for most improved, brands have been sorted by change in consideration score (highest to lowest between 2022 vs 2021).

The scores are representative of the general population of adults 18 and older, some of which were online. A minimum base size of 100 was mandatory for conclusive results. All scores listed were rounded to a single decimal place; however, YouGov used additional precision to assign ranks. All brands included in YouGov’s top rankings have been tracked for a minimum of six months, and all brands included in YouGov’s improvers rankings have been tracked for a minimum of 18 months.

YouGov is a market research data provider based in London that conducts research in all continents and provides international results.

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